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Mugler reveals digital plans, live consumer access to Paris Fashion Week show

Mugler, under the creative direction of Nicola Formichetti, has released a full timetable documenting its digital activity around next week’s Paris Fashion Week show.

Formulated by digital agency, Moving Image & Content, the #MuglerLive program includes live Formichetti interviews with bloggers from China and Brazil, backstage access to castings and fittings, and even a preview of the new collection. It begins the day before the show.

Viewers will also be able to ‘command’ Formichetti’s assistant, Prince, in the atelier throughout by using the hashtag #askprince. He will become the eyes and hands for viewers, answering special requests as well as questions on what’s happening behind the scenes.

The experience will be live broadcast on Mugler’s Ustream channel, with the show itself taking place on Wednesday, February 29 at 9pm CET. Here is the full schedule of activities, beginning the day before…. (timings are subject to change – check @muglerlive for real time updates)

Tuesday, February 28:

1pm: Live Q&A on Weibo with blogger Han Huo Huo regarding inspiration for the new collection

1.30pm: Hair test – beauty team & Formichetti to discuss with international beauty blogger

2pm: Make-up test

3pm: Digital pioneering – Formichetti discusses his groundbreaking approach to all things digital with The Business of Fashion

2-4pm: Live fitting and casting

4-5pm: Collection walk-through – Formichetti chats with Vogue.it and previews a couple of looks from the new collection. Vogue.It will also submit crowdsourced questions from their social network community.

5-6pm: Casting Conversation – Formichetti discusses his casting choice and decision with Made In Brasil founder, Juliano Corbetta

7-9 pm: Special guests including bloggers, journalists, and buyers visit to preview the collection

Wednesday, February 29:

6-8pm: A Minute With Mugler – Formichetti’s friend Chris will question five people backstage, including a model, and someone from each of the make-up, hair, design and production teams

8pm: Rehearsal / choreography

9pm: Show livestream with live comments from Prince and Chris

9.30-10pm: Post show – follow Formichetti backstage to see what happens after the event

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Mugler livestreams A/W 12/13 men’s show for four days

In case you missed it, Mugler live streamed for four straight days on its Facebook page for its Paris menswear show this week.

The 24/7 hour content – led by creative director, Nicola Formichetti – included everything from make-up tests and model rehearsals, to the show itself and post-event interviews.

“Showing everyone the craziness just makes sense,” Formichetti told WWD ahead of the launch. “They want to be a part and see the madness, and honestly I wouldn’t mind having a million little stylists giving me their input. It feels totally next level for us.”

Here’s the just-released runway video, featuring a soundtrack by Azealia Banks:

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A pick of the best AW11/12 campaign films

Amid the fasion week madness, here’s a little respite with a highlight of 10 of the best autumn/winter 2011/12 campaign films:

1. Lanvin’s madcap dancers

2. Mulberry’s CGI woodland feast

3. Hermès by Nick Knight

4. Vanessa Bruno’s haunting yet beautiful portrayal of Kate Bosworth

5. Dior Homme’s The Wanderer, an eerie depiction of an isolated surburbia

6. Alexander Wang’s dark tale in an abandoned Brooklyn grain factory

7. Miu Miu’s Muta, the second film in its Women’s Tales series

8. Donna Karan’s The Power of a Woman

9. Emanuel Ungaro’s Cinq à Sept by Ruth Hogben

10. Mugler’s Gaga / Zombie boy collaboration

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Digital snippets: Burberry, Nicola Formichetti, Ralph Lauren, StyleMint, H&M

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

 

  • Burberry focuses on Facebook to push new fragrance, commits over 60% of annual marketing budget to digital media [FT]
  • Designers including Norma Kamali and Nicola Formichetti for Mugler turn to 3-D fashion shows [The New York Times]
  • Ralph Lauren solo sponsoring NY Times iPad app for September with ads to provide only live video of fashion week show [AdAge]
  • Olsen twins unveil debut StyleMint video with guest editor stylist Sara Moonves [The Cut]
  • H&M launches e-commerce in US via Elle.com [WWD]
  • Ralph Lauren Kids rolls out third RL Gang digital shoppable storybook [Daily Candy]
  • Viral video: 100 years of East London fashion in 100 seconds for Westfield Stratford City mall opening (as above) [New Media Age]
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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!

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Formichetti on Mugler’s digital future

Mugler's backstage live stream

There’s a great piece in WWD today that starts with the line: “Nicola Formichetti firmly believes the future of Mugler lies in the digital world.”

Based on an interview with stylist-turned-creative-director Formichetti, it discusses how the 37-year-old brand is making waves online, achieving over 115m impressions of its March 2 live-streamed show in just a week.

“My job was to resurrect the brand, and to pump it up and bring it to the new decade,” he says. “I had this amazing history and archive but there was nothing for me to work with to make it contemporary. For me, it was taking those amazing historical ideas and transforming them digitally. I design digitally, I communicate digitally, and I live digitally, and I wanted to incorporate that into the brand.”

Of course, having Lady Gaga and her 9.2m Twitter followers on board doesn’t hurt. “Normally, you wouldn’t put pop music in a fashion show,” Formichetti adds, “but it fits with the idea of the new Mugler world — the pop and the high fashion, the real world and the digital mixed with this fantasy world.”

Read the full story, here: Mugler’s Digital World

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BoF – top 10 fashion films of the season

The Business of Fashion has revealed its top 10 fashion films of the season, with Prada’s spring/summer 2011 campaign leading the charge.

Also featured is Tom Ford’s spring 2011 show; Chanel’s robots in Here Comes The Beauty Pack; Gareth Pugh’s film from Pitti Immagine created by Ruth Hogben; and Seven Henrietta Street by Kate Spade New York.

Anatomy of Change for House of Mugler Menswear takes the number six spot – featuring tattooed “zombie” Rick Genest, with a soundtrack by Lady Gaga.

And rounding off the top 10 is Vanessa Bruno’s Miracle; Spying on Kate Moss, a film from on the set of the autumn/winter 2010/11 Balmain campaign featured on NOWNESS; Miu Miu’s The Powder Room; and Net-a-Porter’s Bag Guide.

Check them all out alongside the BoF’s full write up, here.

1. Prada S/S 201