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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 pic.twitter.com/VS1wLOfv.” 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:

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social media Uncategorized

KCD’s Digital Fashion Shows open to the public

The Digital Fashion Shows initiative launched by PR agency KCD in 2012 as an invite-only online catwalk series for press and buyers, will be open to the public for the first time this season.

Kickstarting for autumn/winter 2013/14 during New York Fashion Week, the virtual runway shows aim to provide fans with the same “front row experience” as industry insiders. A slicker version than live-streamed affairs, however, they incorporate a pre-recorded catwalk presentation, high res images ready for download, detailed notes about the collection, and even beauty shots.

“The log-in response from non-invitees was tremendous and as it continued to grow with each digital show it became necessary to respond to our client’s request to open the platform’s doors wider for greater exposure,” said Rachna Shah, KCD’s digital managing director.

Accordingly, the now open nature of the platform will also enable users to share each show via email and social media for the first time this season, as well as invite friends to watch.

Designers Peter Som and Pierre Balmain have already announced participation, hosting their runways on the site on Wednesday, February 13 at 9am EST, and Friday, February 8 at 9am EST, respectively.

Som said: “The eye goes through an added process designing for the digital runway. You see the looks more dimensionally and more cinematically which is an inspiring new challenge.” He explained that the format will provide “an opportunity to try out a new platform that can reach a lot of people. The show will tap right into the digital and online presence of my brand and it will allow me to try something new creatively.” It is being shot at Made at Milk in New York and wil feature eight models.

Pierre Balmain meanwhile is using DFS for the second season, previously with a show recorded in Beijing, this time in Paris. Menswear brand Alexander Plokhov will also show on the site on Saturday, February 9 at 10am EST. Further announcements will follow for Paris.

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Digital fashion shows continuing during #NYFW this season

The move for online-only catwalk shows is continuing this fashion week with See by Chloé, ICB and Pierre Balmain all taking to PR agency KCD’s “Digital Fashion Shows” format.

First launched in February, the initiative enables invited press and buyers to view the collections from their computer, iPhone or iPad. Each show has been pre-recorded – See by Chloé in Paris, ICB in Brooklyn, and Pierre Balmain in Beijing.

They include a full catwalk experience, still images of the clothing and accessories with detailed information on each piece, and a complete write-up on the inspiration behind it. There is also beauty coverage from backstage.

“New York now sets the pace for newness between digital and fashion,” said Rachna Shah, managing director of KCD Digital.  “From business-to-business platforms, like Digital Fashions Shows and Fashion GPS, to live-streaming and runway social media applications, the American industry is pushing the digital envelope further and further each season.”

The See by Chloé show was available to view from 9am EST today (as shown in the pictures above). Pierre Balmain will take place at 9am on Monday, September 10, and ICB at 10am on Tuesday, September 11.

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digital snippets Uncategorized

Digital snippets: Dior, YSL, Ralph Lauren, Zara, Lyst

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

 

  • Backstage Dior video shows one million flowers being installed at couture show (as above) [Fashionista]
  • Ralph Lauren organises Facebook send-off for Olympic athletes [Mashable]
  • Social commerce platform Lyst secures $5m funding [TheNextWeb]
  • KCD and Spring form partnership for global fashion communications, will help brands navigate complex new media landscape [WWD]
  • Designer uses Photoshop and textile software program to knit medical images into high fashion [The Atlantic]
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See by Chloé next in line for digital fashion show

It’s great to see the Digital Fashion Shows initiative from PR company KCD is continuing. Hot on the heels of ICB by Prabal Gurung during New York Fashion Week, comes news See by Chloé will be presented online on February 29 (which falls in Paris Fashion Week).

The collection will be shown on digitalfashionshows.com via invite-only, at 10.30am CET.  As with ICB, it will feature a full catwalk show, detail shots of every look and behind-the-scenes beauty coverage.

The video footage will then be available to all on Chloé’s Facebook page a mere 30 minutes later.

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digital snippets e-commerce Uncategorized

Digital snippets: Salvatore Ferragamo, House of Fraser, Pinterest, Pose

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

  • Ferragamo lets shoppers pre-order runway looks through digital trunk show [Luxury Daily]
  • PR company KCD launches online-only fashion shows for busy editors [On the Runway]
  • House of Fraser targets students through social media [Brand Republic]
  • The year in e-tail: lessons learned and looking ahead [WWD]
  • Pinterest becomes top traffic driver for retailers [Mashable]
  • Pose launches Facebook app enabling users to track looks via Timeline [PSFK]