social media

Innovating on Snapchat: Misha Nonoo, Ann Taylor Loft and River Island

River Island's new branded Snapchat filters
River Island’s new branded Snapchat filters

It’s been a big week for Snapchat announcements in the fashion space, with new campaigns and some innovative thinking coming out of a very diverse set of brands: New York designer Misha Nonoo, American retailer Ann Taylor Loft, and British high street store River Island.

Here’s a breakdown of what each of them are doing…

Misha Nonoo

Womenswear designer Misha Nonoo is foregoing the typical New York Fashion Week show once more this season and presenting a “live lookbook” on Snapchat via Refinery29’s account instead.

Combining much of what Snapchat has to offer – from stills to videos, not to mention the native illustrations possible on the app – it aims to be a fun interpretation of the designer’s “day to play” ethos. The partnership with Refinery29 also cements the brand’s intention to hit the millennial consumer.

“Our customers lead enriched, full lives, they are constantly on- the-go. I want to reach them where I know they are, on their mobile devices,” Nonoo explains. “Snapchat is a recent discovery for me, and it has put the fun back into social media. I want to inject that same creative, experimental energy into how I present and share my collection.”

The content will go live starting at 10am EST on Wednesday, September 7. Every piece will then be immediately available for purchase via the brand’s new direct-to-consumer site It marks a significant moment for the brand of exiting from all wholesale accounts in order to focus solely on e-commerce. It also follows a number of experiments by Nonoo using Instagram as a shoppable lookbook.

Misha Nonoo
Misha Nonoo’s Snapchat invite

Ann Taylor Loft

Shoppable is also the focus for Ann Taylor Loft’s new foray into Snapchat. The American retailer is using Snapchat Memories to upload product shots of items it featured in a recent Story, meaning it can save and share further detail on things it has otherwise referenced in a more informal sense.

The brand also includes the style number and the unique SKU on each shot so that it can be Googled to get to the relevant e-commerce product page, reports Glossy. While Snapchat isn’t directly shoppable, this workaround solution has the potential to drive at least some traffic, not to mention trackable data for the brand.

As Thomas Rankin, CEO of social analytics firm Dash Hudson, told Glossy: “You’re never going to remember that style number. But if it’s something you saved and care about, it makes it easier to find it later. It’s better than having no way of finding it at all. On Instagram, there are a couple of different ways to shop, but for Snapchat, this is particularly important, because there is no other way.”

Ann Taylor Loft (Image: Glossy)
Ann Taylor Loft on Snapchat (Image: Glossy)

River Island

British high street store River Island meanwhile is bringing the Snapchat game into the real world, with a “Snap & Share” campaign that encourages shoppers to engage with the app when in store.

The retailer has developed a number of bespoke branded filters that customers can add to their Snapchat posts and stories exclusively when they’re in one of the 280 UK and ROI River Island shops.

The filters fit with the brand’s new polaroid-inspired advertising campaign (as below), but will vary and update across the season. Customers are then invited to share their images across further social channels to be in with the chance of winning a £1,000 shopping spree and a digital camera.

“When devising a plan for the launch of our new autumn/winter campaign, we wanted to explore new innovation and technology, seeking a fresh way for us to connect and engage with River Island customers. We decided to use Snapchat for its mass reach, popularity and ability to cut through to consumers with strong, creative content,” said Josie Roscop, marketing director of River Island.

River Island's AW16 campaign
River Island’s AW16 campaign
Editor's pick film

Our pick of the top 10 campaign films this holiday season

From the magic of Christmas to the drama of gift giving, all with a little whimsical fun and frolics thrown in, there’s something for everyone in the best of the fashion and retail films this holiday season. Here’s our highlight of 10 of them:

Kate Spade: The Waiting Game

Hermès: A Little Holiday Magic

Sainsbury’s Tu: Dads Pull Out Surprise Dubstep Dance For Christmas

LOFT x SRSLY: Put the Happy in Your Holiday (series)

Burberry: From London with Love

John Lewis: #MontyThePenguin

Gucci: Special Delivery, a Holiday Tale

Kohl’s: Holiday Magic

Gap: Dress Normal Holiday 2014 (series)

Mulberry: #WinChristmas

Blocks film

Comedy sketches from SRSLY duo anchor LOFT holiday campaign

LOFT has teamed up with the duo behind a web comedy series called SRSLY to bring some funny to its fans this holiday season.

The “Put the Happy in Your Holiday” campaign sees a series of four short sketches featuring stars Alexandra Fiber and Danielle Gibson.

The once NYU classmates focus on a variety of different humorous scenarios including getting trapped in a red dress in the fitting room; deep in conversation with a dog at a party; choosing to reject the multitude of holiday invites that have come through the door on any given night and stay in instead; and discussing their ever-so stylish ‘gingerbread boyfriends’.

“We’ve been huge fans of the SRSLY girls for a while and knew we wanted to partner with them on a fun video series and what better time than during the holidays when everyone is scrambling to do it all. They nailed it with the different dilemmas they chose to poke fun at. And who hasn’t been in at least one of the situations the SRSLY girls spoofed during the holidays,” Michelle Horowitz, SVP of marketing at LOFT, told us.

Fiber and Gibson, who have partnered in the past with the likes of Glamour, Refinery29, Birchbox and Bare Minerals, told WWD: “We love working with brands that have a great sense of style and humor, and LOFT let us eat cookies and hang out with a puppy. We also made videos at some point… Can the entertainment and fashion industry ever merge with such delicious and fluffy results again? We don’t know. We don’t think so. It was one of the most fun shoots we’ve ever done, and we’re psyched for the rest of the world to see what happens when you put the LOL in LOFT.”

The duo are also appearing in a “12 Vines of Christmas” series, with new clips being released each day like an advent calendar on the “ site”, where some curated gift picks as well as a FalalalaLoft playlist from the SRSLY girls exist for further perusal.