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SHOWstudio captured and remixed the sound of four SS14 collections being made

Matthew_soundofclothes_SHOWstudio

I’m somewhat obsessed with the idea of the fashion industry working out how to nail audio branding. I’m not talking about just straight up music partnerships or even the sounds associated with a brand when being in-store, but the noises that personify the clothing or accessories in particular and whether they have the potential to subsequently be owned by an individual label. Food for thought…

It’s for that reason though that I love this initiative from SHOWstudio called The Sound of Clothes: Studio Sessions. The creative editorial site founded by Nick Knight, captured the sounds of Mary Katrantzou, Sibling, Piers Atkinson and Matthew Williamson’s collections being made ahead of their spring/summer 2014 shows this past September.

From the noise of the knitting machines and crochet needles being used, to beads and gems rustling, jersey being ripped, the pattern cutters in action, zips fastening and even models’ heels clicking during fittings, everything was collected, edited and then remixed into four musical tracks (as below) said to give “a unique audio take on the collections and capture the diversity of London Fashion Week”.

Sound artist Stu Sibley worked on the initiative, stretching and manipulating certain sounds so they seem like beats or instruments, while leaving others exactly as they were recorded. Each track is accompanied by abstract 3D visuals based on the runway collections themselves. Concept and direction was by Lou Stoppard and Neal Bryant. 

There’s also a wonderful essay by Maria Echeverri alongside the project that charts the history of sound through dress: “The various instances of sound in dress ranging from the Renaissance to present day hint at the untapped potential of resonant dress, for ultimately, the act of making and hearing noise is implicit in the experience and interpretation of clothing. And by understanding the enlivened dexterity of sound through its past, we can begin to imagine, and hear, its future.”

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Social stats from #LFW

This London Fashion Week was the most social yet, with over 225,000 online conversations, according to insights firm Precise.

It almost goes without saying the volume of chatter would be up on previous seasons, but it’s good to see that figure has reportedly almost doubled in a year. Better yet, over 95% of the posts overall were positive.

A few more interesting stats:

  • Burberry led the way with over 21,000 mentions on Twitter, Facebook and blogs. Referenced in over one third of them however, was the presence of One Direction pop star Harry Styles
  • Topshop meanwhile garnered 10,000 mentions, followed by Vivienne Westwood with 3,000
  • Lady Gaga’s appearance at Philip Treacy’s show generated over 5,000 mentions in association with LFW, while Treacy himself only attracted 3,000
  • When it comes to emerging labels, the two winners on social were Mary Katrantzou with over 2,700 comments, and House of Holland, with over 2,500

*Precise’s research is based on keyword analysis of every English language social media post created during LFW, followed by a qualitative examination of a sample of posts

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Topshop releases Nick Knight film starring Karlie Kloss

 

Nick Knight has produced a film for Topshop in celebration of its 10 years of designer collaborations and 10th anniversary as sponsor of the British Fashion Council’s NEWGEN scheme supporting up-and-coming talent.

The spot stars supermodel Karlie Kloss in an array of looks from the high street retailer’s best designer collections of the past decade, including Richard Nicoll, Mary Katrantzou, Marios Schwab and Christopher Kane.

It launched on SHOWstudio and Topshop.com this morning, in time for the first day of London Fashion Week.

It will also be shown on the outdoor screen of LFW’s Somerset House throughout the week, in Topshop’s store windows and on London Underground station platforms.