Categories
film

Fashion names star in Apple Mac’s 30-years ad

 

Dutch fashion designer Iris van Herpen is one of several fashion creatives to star in a new ad from Apple, a spot filmed using a series of iPhones over the course of just one day.

1.24.12, as it’s called (for the day it was shot), is a celebration of 30 years of the Macintosh. When the Mac was introduced, it promised to put technology in the hands of the people, Apple says, launching “a generation of innovators who continue to change the world”.

Van Herpen is seen in her Amsterdam studio working on one of her elaborate creations at about 43 seconds in. While many fashion designers work on a Mac these days, she is one of a few who also turns her ideas into reality using a 3D printer.

“Iris van Herpen initially saw the computer as a strictly two-dimensional environment. For someone who often begins the creative process by sketching on a mannequin, that wouldn’t work. But when she discovered 3D printing, everything changed,” reads the write-up on the Apple website, where a timeline has been created documenting creativity for the past 30 years.

 

irisvanherpen

Van Herpen is included under the heading for 2014 on the site, but two further dates are also relevant to the fashion industry.

1996 is dedicated to Tinker Hatfield, who is the designer behind many of Nike’s most popular shoes. He said the Mac enabled him to experiment more freely in terms of different materials, contours and patterns, and to see all his designs instantly. “Apple gave us this amazing tool and a new way to do things. It was a little crazy, yet satisfying and liberating at the same time,” he is quoted.

The year 2000 is then focused on photographer Nick Knight, who created SHOWstudio.com, and in so doing, “changed how people saw fashion”. He pioneered fashion film, and was of course one of the very first to live stream a fashion week show. “I wanted to make fashion accessible to a broader audience. And I wanted to share more than static images,” he says.

Consumers are also invited to share information about when they first owned a Mac and how exactly they have used it, via an interactive portion of the 30 years microsite.

A short documentary about the Mac’s history has also been released, featuring Van Herpen, Hatfield and Knight, among others…

Categories
digital snippets Uncategorized

Digital snippets: Eva Mendes, Mugler, Lady Gaga, MAC, Chanel, Select Models

There’s been a wealth of great stories surrounding all things fashion and digital over the past couple of weeks I’ve been away, so here’s somewhat of an edited list:

 

  • Eva Mendes sings for Angel by Mugler (as above), behind-the-scenes footage released [KARLISMYUNKLE]
  • Nicola Formichetti unveils racy new Mugler menswear video, Brothers of Arcadia [Stylecaster]
  • Lady Gaga and MAC Cosmetics team up on social project that will see dress created out of biggest fans’ faces [Mashable]
  • Chanel pushes new eyewear collection via Claudia Schiffer-fronted digital campaign [Luxury Daily]
  • Select Models launches model scouting app [Vogue.co.uk]
  • Signature9 launches list of most influential style and beauty blogs [Signature9]
  • Start-up Wheretoget.it uses crowdsourcing to help shoppers find the perfect outfit [Mashable]

Anything I’ve missed, please send my way!

Categories
Uncategorized

Digital snippets: Rent the Runway, MAC and Lady Gaga, Links of London

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

  • How e-commerce is luring top editorial talent on both sides of the pond [WWD]
  • Dress hire service Rent the Runway gets $15m backing from venture capital firm KPCB [Reuters]
  • MAC and Lady Gaga team up for interactive Glam This Way campaign [Us]
  • Shopthemag.com, Asia’s answer to Net-a-Porter? [CNN]
  • KPMG report shows China’s luxury consumers get their information online [The Independent]
  • Insights from Links of London’s gnome-themed multichannel treasure hunt of 2010 [Luxury Daily]