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Diesel deletes Instagram posts, celebrates imperfection with #GoWithTheFlaw campaign

Diesel's #GoWithTheFlaw campaign
Diesel’s #GoWithTheFlaw campaign

Diesel is staying true to its roots of non-conformity by encouraging fans to “Go with the Flaw” in its latest campaign for the autumn/winter 2017 season.

It kickstarted the initiative by deleting all of the content from its Instagram page, which boasts 1.2m followers, in a bid to show that we live in a world today focused too much focus on filtering towards perfection.

“Today conformity is the chase of perfection, look at your social channels: perfect holiday, perfect pictures, perfect life, fitting in with the status quo. It’s going with the flow,” the press release reads. “It’s time to go with the flaw. That’s right, we said FLAW. Not flow. Be unordinary because #flawless is forgettable. Roll with what you’ve got, even though it’s not ideal. Embrace what you can’t control. Find a little bravery to wear your flaws with pride, take a front seat and enjoy the ride.” Its social media refresh is designed to represent this “imperfect new beginning”.

The campaign is otherwise fronted by a film directed by François Rousselet – who in the past has worked with Snoop Dogg, Madonna and the Rolling Stones. It showcases a cast of models embracing the uncomfortable in their everyday lives with a sense of humour, set to a soundtrack of Edith Piaf’s “Non, je ne regrette rien”.

The campaign aligns with Diesel’s history of celebrating uniqueness since its conception. “I was 15 years old when I made my first pair of jeans by hand. Of course they weren’t perfect. But that made them special – and unique, like everything we have done across our history so far,” says Diesel founder Renzo Rosso. “I have always been more interested in imperfection because it stands out from the crowd.”

Print images, shot by London-based photographer Tom Sloan, further showcase models in imperfect scenarios, where the tagline “Go with the Flaw” is accompanied by relevant phrases such as “Fits better with compulsive shopping” and “Fits better with being reckless”, in a call-to-action reminiscent of the brand’s previous “Be Stupid” ads.

“Being unique is much more beautiful than being perfect,” says Diesel’s artistic director Nicola Formichetti. “Change the way you look at things so even the bad becomes positive, overcoming obstacles and fears.” Throughout his work as a stylist and now creative director, Formichetti has become known for challenging preconceived notions of beauty by casting models with out-of-the-ordinary features and personalities.

This is the brand’s first campaign under new creative agency, Publicis Italia.

Diesel's #GoWithTheFlaw campaign
Diesel’s #GoWithTheFlaw campaign
Diesel's #GoWithTheFlaw campaign
Diesel’s #GoWithTheFlaw campaign
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business digital snippets e-commerce mobile social media technology

Digital snippets: Brexit fallout for fashion, big brands hit Reddit, Uniqlo’s digital identity

sibling_brexit
Sibling’s designers showing their support to stay in the EU during their menswear fashion show ahead of the referendum

We’re back with another round-up of everything you might have missed in fashion and technology news (and beyond) over the past week or so. Needless to say, Brexit has been the big subject as the industry tries to weigh up what such a result means for them going forward. We’ve highlighted some of the must-read pieces on the subject. Beyond that there’s an update on the value of Reddit for brands, insight on Uniqlo’s evolving digital identity and to cheer everyone up, Amazon’s new #saysomethingnice campaign…


  • Britain votes to exit EU, unleashing untold damage on the fashion industry [BoF]

  • Brexit: Retail chiefs must lead in the creation of a prosperous future [Retail Week]

  • What Brexit means for British fashion brands [Esquire]

  • Here’s why Brexit might not be so bad for… Burberry [Yahoo]

  • E-commerce winners and losers in the wake of Brexit [Glossy]

  • Why big brands are suddenly getting cozy with Reddit [AdWeek]

  • How fashion brands are starting to design like tech companies [Co.Design]

  • How Uniqlo plans to establish a digital identity [Glossy]

  • Amazon Fashion launches #saysomethingnice social campaign [The Industry]

  • Online fashion curator FarFetch, which links shops to customers, grows in China [SCMP]

  • Nicola Formichetti on subcultures, digital life & advertising on Pornhub [Oyster]

  • Augmented reality bot brings virtual lipstick try-on to Facebook Messenger [Forbes]

  • Target shoppers love this superfan account [Racked]

  • Snap, swipe, like: The mobile future of fashion retail [BBC]

  • The evolution of the mobile payment [TechCrunch]

  • E-commerce is supposedly capital intensive. So why do the companies that raise the least tend to do the best? [Pando]

  • How social media turned into shoppable media [The Industry]

  • Pinterest adds a shopping cart and visual search to challenge Amazon [AdWeek]

  • Refinery29 is building a 10-person Facebook Live team [Digiday]

  • Meet the new wave of wearables: stretchable electronics [Fast Company]

  • Iris Apfel emojis are happening with Macy’s [Fashionista]
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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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Barney’s Gaga Workshop incorporates interactive Twitter windows

One of the Madison Avenue windows of Barney’s is hosting an interactive installation featuring a live Twitter stream as part of the store’s Lady Gaga Holiday Workshop.

“Constellation Gaga”, as it’s called, was conceived by integrated creative studio The Science Project. It enables shoppers to tweet their Holiday wishes.

The results appear projected on a Prysm crystal laser display panel, alongside a new Lady Gaga video, directed by Tim Richardson, posted by The Mill, with creative direction by Nicola Formichetti.

“We were asked to integrate a social component to spread the excitement of Gaga’s Workshop by adding a social-interactive element to the window,” said Jeremy Bergstein, The Science Project’s chief of strategy. “Each passerby can add their own personal message and wishes to an ever-growing, global social media stream.”

UPDATE (November 28): see the film, below…

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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