social media Uncategorized

Vine scores big with #NYFW crowd

If there’s one thing to note this New York Fashion Week it’s the enormous number of posts being shared on Twitter’s new video-sharing app, Vine.

Brands, media houses and industry personalities alike are getting into the habit, capturing six-second scenes from around the venues, backstage at the shows and of the collections on the catwalks themselves. Some of the big names include Victoria Beckham, Marc Jacobs, Oscar de la Renta, DKNY, Bergdorf Goodman, the CFDA, KCD, Glamour, Lucky, Elizabeth Holmes of the WSJ, Nina Garcia, Coco Rocha, Man Repeller and the list goes on…

It’s an obvious move for an industry that trades predominantly on visuals. Both Instagram and animated GIFs have been huge for exactly that reason, but the former was static and the latter too complicated to quickly create. Add them roughly together however and the result is something that shows fashion in all its glory – with movement and in real, raw detail. Better yet of course with Vine, in an instantly shareable format too.

“Vine is a big idea, yet it is a simple one—the two basic ingredients for a successful emerging technology recipe,” Raman Kia, Condé Nast Media’s executive director of digital strategy told Fashionista. “It is no wonder that some brands are quick to jump in and experiment with it. This is especially true of fashion brands which have often been amongst the first to experiment with emerging social media platforms.”

On Twitter, Amy Odell of Buzzfeed asked at the beginning of fashion week: “Are runway photos even worth tweeting anymore?? (Kimberly Ovitz) #nyfw” Model Coco Rocha replied: “@amyodell the only worthwhile means of sharing the runway this season is Vine.”

It’s still early days however, with certain refinements including sound, zoom and drafts needed on the platform. There are likely developments to come on what people opt to post too – the endless finale shots from fashion week have become somewhat repetitive for instance, albeit successful when from a good angle. (Note my attempt at better quality by cheating with the live-stream of marc by Marc Jacobs above).

Either way, expect to see a lot more in this space. In the meantime, here are a handful of the highlight Vines from #NYFW so far:

e-commerce mobile Uncategorized

Asos introduces interactive mobile mag

Asos has launched an interactive weekly magazine designed especially for the iPhone and iPod Touch.

Fashion Up, as it’s called, is a free app released every Monday featuring information on the latest fashion trends, inspiration from celebrity and street star styles, and how-to guides for nail art, make-up and hair. Created by the in-house team behind the e-tailer’s print magazine, it also incorporates click-to-shop technology.

“Available globally, Fashion Up is intuitive, easily digested and image based, meaning you can consume the weekly edition on the move,” said Duncan Edwards, editorial director of Asos Magazine.

The first issue, released yesterday, includes a beauty editorial from WAH Nails, and an exclusive acoustic performance from indie band Two Door Cinema Club.

An Android version will release later in the year. See more in the video below:


Instagram iPhone app proves a hit at #NYFW

There’s a great piece today from Elizabeth Holmes on The Wall Street Journal about iPhone app Instagram and its adoption by the fashion set. Check it out, here: Style as Seen Through Rose-Colored iPhone App

digital snippets Uncategorized

Digital snippets: Alexander Wang, Balenciaga, J Brand, Lacoste, Tiffany & Co

Alexander Wang's autumn/winter 2011/12 campaign

Some more great stories from around the web surrounding all things fashion and digital this week:

  • Alexander Wang projects new campaign video on New York buildings [Cut Blog]
  • Balenciaga launches official Twitter account [Twitter]
  • J Brand gets social with new website [WWD]
  • Lacoste ups digital presence with series of Facebook and celebrity initiatives [Brandchannel]
  • Tiffany launches What Makes Love True iPhone application [Luxury Daily]
  • Lucky magazine partners with ThisNext to personalise social shopping [Forbes]

GQ and Mr Porter collaborate on fashion manual iPhone app

The UK’s GQ magazine has launched a new iPhone app in partnership with designer e-commerce site Mr Porter, the men’s arm of Natalie Massanet’s Net-a-Porter.

The GQ Style Guide labels itself the essential men’s fashion manual, offering advice on “what to wear, how to wear it, and where to buy it”.

Daily updates cover everything from the best suits, shirts and shoes, to the latest trends from the catwalk shows.

There’s also an “Ask the Style Shrink” section, dedicated to answering fashion questions, and a “How to Dress” reference for specific events.