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JW Anderson turns to user-generated content for SS18

JW Anderson social media call-out for SS18 campaign advertising photographersBritish designer JW Anderson is crowdsourcing its upcoming SS18 campaign imagery from members of the public, with the slogan Your Picture/Our Future. Announced on social media, the call-out targets professional and amateur photographers aged 18 to 30.

“By asking for submissions in this way, it really feels like the right way? to find new imagery. We have taken a chance on image-makers in the past, and we decided to do it in an even bigger way now,” Jonathan Anderson, the designer, said.

The designer stresses this is a chance to give new talent a wider platform, and help the chosen photographer develop a more distinct voice. “I felt as if we were given a chance. We were all young, new and coming through together, particularly when we launched our campaigns. It felt right to give somebody else that opportunity. Fundamentally, it is about talent giving a chance to talent —this is something I really believe in.”

To select the winner, Anderson is working with Benjamin Bruno, the brand’s creative consultant, and creative studio M/M (Paris). He also has plans to curate the submissions for a show that will take place in London.

The campaign will be launched online, in select print publications and outdoor in the style of fly-posting.

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Snapchat, Burberry and Grindr win big at Fashion Futures Awards

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There was a healthy dose of optimism in London last night as the industry’s leading fashion and tech names gathered to celebrate this year’s Fashion Futures Awards.

“What fashion and tech have in common is they’re both about the future,” said host Angela Scanlon, as she opened the Decoded Fashion evening in partnership with the British Fashion Council.

Big winners during the night included Snapchat, which walked away with the tech visionary award for the fact it’s giving fashion brands new ways to infuse storytelling into their marketing. And Grindr, which picked up the Beyond the Runway title, for its collaboration with JW Anderson in January 2016, which saw it live stream the brand’s menswear show to its audience of predominantly gay men. The judges crowned the collaboration’s “out of the box thinking” and focus on brilliantly connecting consumers in the moments that matter.

Burberry was also celebrated – winning the fashion visionary award for the way in which it has helped make the idea of “disruption” more of a norm in the industry. That came in spite of the fact it’s operating in increasingly tough market conditions; announcing adjusted pre-tax profits were down 10% for the year to March 31, just yesterday morning.

Other brands with prizes included ASOS in the Killer Experience category for its new A-list loyalty programme, and Sephora in Bytes and Bricks, for its high-tech concept Flash store in Paris.

The awards are as much about those daring to innovate on the brand side, as it is about the tech founders that have created the best new tools that allow them to do so. On that basis, digital knitwear start-up Unmade won for its collaboration with designer Christopher Raeburn, for instance, while personal stylist site Thread won in the Real-Time Innovator category for its application of artificial intelligence alongside human insight to provide a particularly unique and forward-thinking proposition for menswear.

Meanwhile, delivery start-up Parcel for Me walked away with two awards – one for being the Master of Mobile and the other as this year’s Game Changer: the entrant considered most likely to disrupt fashion and retail in the future.

Other winners in the start-up space included Semaine, a content meets commerce platform taking home the New e-Store on the Block title, and custom footwear line Myswear, which scooped up the Big Idea award.

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ICYMI: JW Anderson’s menswear show will live-stream on Grindr this weekend

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Yes, you read that right. JW Anderson is turning to gay dating app, Grindr, to stream its autumn/winter 2016/17 menswear show during London Collections: Men this Sunday.

The London-based designer will take to the platform – otherwise known as a location-based hook-up tool for men in cities around the world – in a bid to demonstrate fashion’s “sexy” side, he said.

“I think fashion is a sexy platform as well, ultimately,” he told The New York Times. “We’re all humans, so we all have to be somewhat sexually attractive to someone. That’s the name of the game, with clothing.” He referred to the collaboration as a “no brainer”, and Grindr, which claims one million active users every minute, as an “incredibly modern platform”.

Grindr will be the only place that consumers can access the live video. Users will be sent a secret code, which will then direct them to the stream within phone and tablet browsers (it won’t play within the app itself).

The move comes following Grindr hiring PR Consulting as its new publicity agency – a company usually associated with, well, fashion. And one that does, of course, also represent Anderson.