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Digital snippets: Alexander Wang’s future, Louis Vuitton wins Instagram battle, new Kenzo film

Alexander Wang - fashion and technology

A round-up of everything you might have missed in fashion and technology news (and beyond) over the past fortnight or so. Read on for Alexander Wang’s views on Amazon, insight on how Kit and Ace overhauled its e-commerce, and detail on Tencent and L’Oréal’s zany branded content experiment in China…


  • Alexander Wang talks about the future of fashion – including Amazon (as pictured) [Racked]

  • On Instagram, Louis Vuitton’s resort show comes out on top [Fashionista]

  • Kenzo just released a Japanese all-girl biker gang film [Dazed]

  • How Kit and Ace overhauled its e-commerce [Glossy]

  • Selfridges unveils iOS app with ‘shoppable’ Instagram feed [Econsultancy]

  • Condé Nast partners with Gucci on branded content [The Industry]

  • Inside Tencent and L’Oréal’s zany branded content experiment in China [AdAge]

  • Sephora uncaps new mobile revenue stream via shoppable Snapchats [Mobile Commerce Daily]

  • Adidas on Snapchat leaks its latest collection [PSFK]

  • Nike reveals Euro 2016 ad starring a body-swapping Cristiano Ronaldo [The Drum]

  • Visa introduces NFC-enabled payment ring for Rio 2016 Olympic Games [Brandchannel]

  • How online models are chosen to influence the way you shop [Telegraph]

  • Pinterest’s real-world Pins let in-store shoppers save real items to virtual boards [AdWeek]

  • Snapchat passes Twitter in daily usage [Bloomberg]

  • Smartzer seeks to carve niche in shoppable video realm [Glossy]

  • Welcome to a cashless future where retailers recognise our faces [The Guardian]

  • Refinery29, focused on global expansion, hits Germany [AdAge]

  • Fashion’s fraught relationship with 3D printing and sustainability [Glossy]

  • Line’s beauty and fashion portal rolls out its Persian carpet [TechCrunch]

  • Why is futuristic fashion still retro? [Slate]
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Editor's pick social media

Snapchat ruled social media at #NYFW this season – here’s a look at the best of it

KateBosworth_CarolinaHerrera_Snapchat

Influencers, brands and models alike have taken to Snapchat during this season’s New York Fashion Week in droves. Providing real-time insights into what happens behind-the-scenes, it’s been the best version yet of immediate access to what happens around the runway shows.

Brands including Tommy Hilfiger and Marc Jacobs (still to show this evening) are just a few that have launched new accounts this season, while Snapchat itself has featured two relevant live stories throughout the week. “New York Fashion Week” and “This Is Fashion”, are a curation of snaps from others attending the shows – it pulls in the best of each event, with overlaid info about which collection it’s about to screen.

From Marchesa to Public School and Michael Kors, both stories have provided a well-rounded view of each day. They’ve also, inevitably, been a go-to place to spot the famous faces in attendance, including Kate Bosworth at the Rebecca Minkoff show, Kylie Jenner at Alexander Wang, Emily Ratajkowski sitting front row at Altuzarra, and Anna Wintour at DKNY. Particularly interesting on the “This Is Fashion” story otherwise, was the integrated advertising from ASOS too. (See below screenshots)

celebs_snapchatNYFW

ASOSadvertising_snapchat

As we know, many brands are adjusting to a see now/buy now consumer-driven strategy for fashion week. Where once Snapchat may have been used as an additional storytelling tool; the future has it as a relevant channel to drive immediate interest and ultimately conversions.

Tommy Hilfiger’s announcement for a direct-to-consumer shift for example, was accompanied by the launch of its Snapchat in collaboration with new global brand ambassador Gigi Hadid. These “takeovers”, where a celebrity or influencer is given full reign of a brand’s Snapchat, are becoming increasingly commonplace.

Gigi shared snippets of the rehearsal, an inside peek into the make-up for the show and mini interviews with some of the other models also walking for the brand. Her perspective, no doubt, was a smart move by the designer in terms of driving interest and follower acquisition; something it will be able to capitalise on in the long run once its capsule collection with the supermodel launches in real-time this September.

Tommy_snapchatNYFW

Following a wide variety of Snapchat accounts over NYFW provided a broad additional view on activities taking place. Tips, tricks and trends for make-up enthusiasts were shown by @Maybelline New York, as well as @SephoraSnaps.

Meanwhile, @Houseofherrera’s story was a star-studded one with the likes of Olivia Palermo and Karlie Kloss making an appearance. And @Louboutinlive gave a great behind-the-scenes preview of Naeem Khan’s show all the while showcasing some of its heels being worn by the models.

If that wasn’t enough, influencers such as Chriselle Lim and Man Repeller even had their own Snapchat filters created, with their name, company and a life-like cartoon of themselves featuring across their Snaps during the week.

Maybelline_SnapchatNYFW

Next up: London, where we know @MullberryEngland is one-to-watch, having already started snapping for the first time with new creative director Johnny Coca.

Check out some more (cheeky) screenshots of all the Snapchat action during NYFW below:

Snapchat_NYFW

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Snapchat_NYFW2

Categories
digital snippets film social media technology

Digital snippets: Dolce & Gabbana’s #selfies, Burberry’s Apple Music channel; NFC payments at House of Holland

Here’s a round-up of the latest stories to know about surrounding all things fashion and tech…

dolce_selfie

  • Dolce & Gabbana models post selfies straight off the runway (as pictured) [Vogue]
  • Burberry becomes first fashion brand to launch Apple Music channel [BoF/Bloomberg]
  • It might seem like a gimmick, but here’s why Henry Holland’s NFC payment ring matters [Forbes]
  • Intel unveils RFID system for retailers, Levi Strauss pilots [RFID Journal]
  • DKNY gets personal for New York Fashion Week with Instagram Direct campaign [AdAge]
  • H&M releases film featuring David Beckham and American comedian Kevin Hart [Brand Republic]
  • Robots, holograms and wearables: A tech history of fashion week [Fashionista]
  • Snapchat and Uber: How outsiders got into NYFW events [Digiday]
  • The best of tech at London Fashion Week [Forbes]
  • New York Fashion Week’s social media winners and losers [Digiday]
  • Why fashion model Karlie Kloss launched her own YouTube channel [Co.Create]
  • Vogue goes viral [FT]
  • Google’s Eric Schmidt on how artificial intelligence could shape fashion trends [WWD]
  • Can ‘smart malls’ save China’s failing shopping centres from collapse? [The Guardian]
  • ‘A lot of guff is talked about personalisation’, says Ao.com boss John Roberts [Retail Week]
  • The invisible labour of fashion blogging [The Atlantic]
Categories
Editor's pick film

Wang teases H&M collaboration with badass video campaign

This post first appeared on WGSN.com/blogs

wang_anchor

H&M is marking the launch of its Alexander Wang designer collaboration with the release of an interactive campaign film dedicated to the activewear-inspired line.

The two-minute spot opens on Wang himself setting the timer on what looks like a miniature fortress within a control centre. He places a flag on the top of the rotating stand before the camera spins to a futuristic-inspired locker room. Inside, football star Andy Carroll appears alongside models including Natasha Poly, Isabeli Fontana, Raquel Zimmermann and Joan Smalls, while a voiceover counts down to zero revving the contestants up for their challenges ahead.

Filmed in an underground theatre in Islington, London, the spot has the aesthetic of movie Divergent, with the narrative tied to something out of The Hunger Games. Each of the stars begin to prove their fighting spirit in a series of athletic moves – scaling walls like Parkour runners, back flipping like a gymnast, riding a wooden snowboard through a blizzard, whizzing away on a motorcycle, somersaulting through a brick wall and more.

“We wanted to find a way of representing those performance-wear functionalities in the film by putting our cast in extreme conditions and by making it appear easy and graceful for them to take on something that seems like a challenge,” said Wang.

Every now and again the camera switches to a first person perspective as though placing the viewer in the middle of an interactive video game. The real interaction however comes on the HM.com site, where individual looks in the video can be explored in more depth. A symbol hovers over certain frames in the film enabling the user to click for a close-up moving image of the model in question. Each time a new look appears on the screen, a small box bottom right also pops up from which a still of the model and details of the garments can be seen (as pictured below).

The video follows a presentation of the collection in New York last week that included a fully-fledged catwalk show complete with acrobatic performances.

The collection will be available on November 6, 2014.

Wang_natasha

Categories
data digital snippets e-commerce film mobile social media technology

Digital snippets: Selfridges, Prada, Victoria’s Secret, Gap, Asos, Lancôme, Valentino

A highlight of the top stories surrounding all things fashion and digital of late:

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  • Drive-through Dior? Coming right up at Selfridges London [CN Traveler]
  • Wes Anderson debuts latest Prada feature [Fashionotes]
  • Victoria’s Secret creates 3D-printed angel wings for fashion models [Huffington Post]
  • Gap rolls out “reserve in store” service [CNBC]
  • Valentino jumps in on China’s high-tech runway revolution [JingDaily]
  • Under Armour looks to take a bite out of FuelBand success with MapMyFitness acquisition [BrandChannel]
  • Pinterest opens API to retail partners [TechCrunch]
  • Google’s Eric Schmidt invests in retail tech designed to help personalisation and data measurement [WWD]
  • Here’s why ‘The Internet of Things’ will be huge, and drive tremendous value for people and businesses [Business Insider]
  • Why companies desperately need to make wearables cool [Wired]
  • How brands get shoppers to volunteer their personal data: transparency and better experiences [PSFK]
  • Social media drives less than 1% of shopping sessions, study says [Fashionista]
  • Fashion retailers are still failing to optimise email marketing for mobile [Econsultancy]
  • What retailers can learn from mobile commerce in the UK [Shop.org]
  • 15 stats that show why click-and-collect is so important for retailers [Econsultancy]

Note: Look out for a separate holiday-specific digital round-up later this week, featuring all the top retail campaign stories as well as insights into the biggest innovations being pushed for the festive season.

Categories
digital snippets social media

All the digital highlights from #NYFW: 360° live-streams to Twitter trolls

It might have been the season that everyone played with Twitter’s new video-sharing app, Vine, but so too were there numerous other digital happenings around this New York Fashion Week. Here are the highlights:

KennethCole_Smartphone_NYFW

  • Tommy Hilfiger hosted a display featuring real-time updates from backstage, as posted on Twitter here and here
Categories
digital snippets e-commerce film Uncategorized

Digital snippets: Burberry, Marc Jacobs, Tom Ford, Nicolas Ghesquière, Hunter, G-Star, Dita von Teese

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

 

  • Watch Romeo Beckham run circles around his fellow Burberry models in SS13 campaign video (as above) [Telegraph Fashion]
  • How Marc Jacobs is amping up the luxury e-commerce experience [PSFK]
  • Tom Ford will even be inviting bloggers to his first ‘real’ runway show [Styleite]
  • Nicolas Ghesquière’s first-ever tweet: an analysis [The Cut]
  • Hunter takes control of British weather in global Facebook campaign [Campaign]
  • G-Star Raw launches animated video campaign [WWD]
  • Dita von Teese sews QR codes directly into her clothing [PSFK]
  • Op-ed: Fashion’s unsung internet forums [BoF]
  • Do people actually shop on phones? The answer is decidedly yes [NY Times]
  • Shoedazzle taps Rachel Zoe as new celebrity spokesperson [AllThingsD]
Categories
film Uncategorized

Love magazine’s saucy video advent calendar: back by popular demand

Love_advent_calendar_CARA_ABBEY

Love magazine has filmed another bevy of models each sending the camera a saucy Christmas wish in its second-annual digital advent calendar.

Launching today with a Calvin Klein-clad Cara Delevingne (as pictured) as its December 1 star, the concept follows on from last year’s viral success.

Over the next 24 days, the likes of Abbey Clancy (also pictured), Daisy Lowe, Dree Hemingway, Edie Campbell, Eliza Cummings, Jessica Hart, Jessica Stam, Karlie Kloss, Liberty Ross, Lily Donaldson, Pixie Geldof, and Tallulah Harlech, will all make an appearance, with a new film every day until Christmas. Kelly Brook will feature again too, as will her boyfriend Thom Evans.

Katie Grand, editor-in-chief of Love, says: “It’s been super fun working on the Love advent calendar again. We had such amazing figures last year with some girls getting up to a million hits for their festive frolicking. I mean, who doesn’t want to see Cara on roller skates?”

Behind the scenes are the same team as last year: photographers Daniel Jackson and Angelo Pennetta, and stylists Sally Lyndley and Victoria Young.

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