Categories
Editor's pick social media technology

Streetwear brand unveils lookbook using Google Street View tool

Onemeth_googlestreetview

Numerous fashion brands have taken to exploring online platforms in novel and inspiring ways of late. Misha Nonoo used Instagram as a means of showcasing her spring/summer 2016 show, for instance, while Diesel hit Tinder in order to drive engagement around its autumn/winter 2015/16 campaign.

Now, Google is getting a turn, or more specifically its Street View tool is. Canadian streetwear brand OneMeth (created by digital agency OneMethod) has used the tech giant’s virtual “See Inside Tour” to unveil its latest collection.

The nine-piece line was shot in 360-degrees in the company’s office by design studio Virtuo360, and then uploaded to Google Street View where it can now be fully explored up close through the interactive maps.

As AdWeek writes: “Navigation can be tricky, as it often is with Street View interiors, making the project feel like more of a stunt than a real innovation in how to look at clothes.” But it is of course a nice experiment given how monotonous new lookbooks can otherwise be.

Said Max Sawka, associate creative director of OneMeth: “We’ve seen many great brands experiment and evolve the actual content of fashion lookbooks, but we haven’t really seen too many challenge the format.

“When we landed on Google Street View as a new way to introduce our line, everything clicked. It offers viewers an incredible virtual experience with the clothing, like you can almost grab the gear. We’d love to look at playing in this space again in the future and evolve what we did with this lookbook.”

Take a look and have a play with some of the collection below…

Categories
digital snippets film social media technology

Digital snippets: Beats by Dre, Alexander Wang, Apple, in-store tech, China social media

A round-up of the latest stories to know about surrounding all things fashion and tech:

beats_worldcup

  • Did Beats by Dre just out-Nike Nike with this incredible World Cup ad? [AdWeek]
  • Alexander Wang and friends bring SNL’s Mango back in latest ad [GQ]
  • Apple’s newest ad says we’re ready for wearables, now [re/code]
  • In-store tech, sales driver or hype? [BoF]
  • Beyond Weibo and WeChat: four chinese social platforms with big luxury potential [Jing Daily]
  • Regent Street to deploy beacon technology in shops [The Telegraph]
  • Tanya Taylor partners with Instagram artist Kalen Hollomon on coolest lookbook ever [Fashionista]
  • Nike unveils world’s first-ever 3D-printed performance sports bag [WGSN Tumblr]
Categories
digital snippets e-commerce social media

Digital snippets: Tumblr, Versace, Club Monaco, Chanel, Abercrombie, McQueen

A round-up of recent stories from around the web surrounding all things fashion and digital:

Versus_Versace

  • Is a Yahoo-owned Tumblr more attractive to brands? [AdAge]
  • Versace transforms Versus line into a ‘digital brand’ (as pictured) [Fmag]
  • Club Monaco creates all-blogger look book (and launches it on Tumblr) [DisneyRollerGirl]
  • Keira Knightley stars as Coco Chanel for new Karl Lagerfeld film, Once Upon a Time [Fashionologie]
  • Video takes aim at Abercrombie & Fitch for “exclusionary” policy, spurs homeless campaign [Hollywood Reporter]
  • Alexander McQueen and McQ websites get new look [WWD]
  • Why Victoria’s Secret and Burberry win in social media — and other fashion brands fail [Business Insider]
  • The seven species of social commerce [Mashable]
  • YouTube jumps into retail with shoppable videos for brand channels, first client is Unilever’s Tresemmé [BrandChannel]
  • Wearable technology market set to explode, could reach $50 billion, says Credit Suisse [BoF]
Categories
digital snippets film social media technology

Digital snippets: Peter Som, Bergdorfs, Prada, Jean Paul Gaultier, American Eagle

There’s been a lot happening in the fashion and technology space over the past couple of weeks, ranging from Proenza Schouler’s new site to Net-a-Porter moving into the beauty space. News of Pinterest’s new analytics platform and Facebook’s planned integration of the hashtag have also hit. Here are the rest of the highlights sourced from around the web…

Don’t forget to check out this wrap-up report from SXSW Interactive as it applies to the fashion industry too.

 

  • Behind Peter Som’s 3.3 million Pinterest followers [BoF]
  • Wes Anderson and Roman Coppola made a Prada film (as per above trailer) [Fashionista]
  • Jean Paul Gaultier launches responsive web design [Web&Luxe]
  • American Eagle spoof video pokes fun at skinny jeans trend [NY Daily News]
  • Neiman Marcus launches fashion contest on Pinterest [WWD]
  • Justin Bieber plays drums in adidas NEO interactive lookbook [MTV Style]
  • Puma seeks to celebrate individuality with Worn My Way lifestyle campaign [Marketing magazine]
  • 3D printing clothes at home could be reality by 2050 [PSFK]
  • Google Glass app identifies you by your fashion sense [NewScientist]
  • Zalando concept car spots fashions, transforms into changing room [Gizmag]
  • China entering e-commerce and mobile “golden age”. So why are fashion brands lagging? [Jing Daily]
  • What real-time branding means for luxury brands [Luxury Daily]
Categories
Uncategorized

La Senza launches shoppable lookbook on Facebook

UK lingerie brand La Senza has unveiled an interactive lookbook on Facebook, allowing shoppers to buy its summer 2011 swimwear line directly from within a film.

The initiative, a UK first, aims to assist the brand in reaching its target audience of 18-24 year old females.

Created by ad agency Karmarama, and shot in the style of a music video, the film (below) features six bikini-clad girls on a nudist beach in Malibu. As they emerge from the sea to the surprise of the nudists they are chased away by a lifeguard. They soon turn on him and wrestle him to the ground. The film ends with the words “Be Bold”.

Jono Holt of Karmarama, said: “We’re thrilled to be bringing the UK a Facebook first and offering La Senza customers a new and exciting way to shop”.

The accompanying soundtrack is Punching in a Dream by Naked and Famous.

It launches under the Club La Senza tab on the brand’s Facebook page today. Or you can watch it, here: