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Topshop launches Kate Moss video series ahead of new collection

Topshop has revealed the first in a series of videos in the run up to its new Kate Moss collection launch.

The line will hit stores on April 30 for the first time since 2010. Accordingly the retailer has teamed up with NOWNESS to tease its arrival through a total of eight films dedicated to the “supermodel, muse and designer”.

Each one will feature one of Kate’s friends and fashion contacts shot by Leigh Johnson, and providing “never before seen access to the notoriously private Kate”, as Grazia puts it.

The first, as above, stars BBC Radio 1 DJ Nick Grimshaw. Others will include Charlotte Tilbury, Amanda Harlech, Beth Ditto, Cara Delevingne, Vivienne Westwood and Natalie Massenet. That makes a total of seven, meaning the eighth may star the always-elusive Moss herself.

Here in the meantime is an additional Topshop teaser featuring the model talking about the collection from behind-the-scenes at the Topshop design studio:

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digital snippets e-commerce film social media Uncategorized

Digital snippets: Chanel, Barnaby Roper, Michael Kors, Tod’s, Littlewoods, Chopard

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

 

  • Chanel No. 5 surges on viral video chart, aided by Brad Pitt parodies (as above) [AdAge]
  • Barnaby Roper’s Nowness film pushes interaction with user-controlled “future catwalk” [Nowness]
  • Michael Kors lauded for digital desire: report [LuxuryDaily]
  • Tod’s releases apps to accompany Italian Portraits book [Vogue.fr]
  • Chopard launches e-commerce in the US [CPP-Luxury]
  • Ikea releases clever making-of video with alternative storyline starring Darren the Bear [PSFK]
  • Business of Fashion reaches 500,000 followers on Twitter [BoF]
  • Consumers turn to social media for customer service [WWD]
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digital snippets e-commerce film Uncategorized

Digital snippets: Prada, Nowness, Oliver Peoples, Vogue Spain, Tavi, Etsy

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

  • Prada microsite features digital drawings for new Parallel Universes accessories campaign (as pictured) [Luxury Daily]
  • LVMH launches Chinese-language version of Nowness.com [brandchannel
  • Oliver Peoples launches new campaign film, redesigned website [WWD
  • Vogue Spain caught with stolen pics on Instagram [TheNextWeb
  • The business of blogging: Tavi Gevinson [BoF]
  • Etsy: a beginner’s guide to the crafty e-commerce site [Mashable]
  • Fashion blog posts outfits inspired by popular video game characters [PSFK]
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Fashion forms key focus in new film shorts from auto industry

Both Fiat and Citroen turned to the fashion industry for inspiration with new video campaigns this week.

 

A celebration of the ongoing collaboration between Italian brands Fiat and Gucci, the first is a short directed by Chris Sweeney that appeared on Nowness.com. Based on the idea of plastic model kit cars, it features shoes, bags and perfume bottles being transformed into auto parts including a steering wheel and car exhaust.

“It’s an extreme, austere fashion version of Charlie and the Chocolate Factory or Wallace and Gromit, which are very playful, silly, colorful and magic,” explained Sweeney of the film, which he created with Italian Vogue’s Franco Sozzani and Purple magazine’s Olivier Zahm.

The Fiat 500 by Gucci car itself was customised by the fashion house’s creative director Frida Giannini, with a signature red-green stripe down its side and the “Guccissima” leather print on the seats.

 

Meanwhile, Citroën has released a series of images and a film in the build-up to its formal unveiling of its Numéro 9 concept car at the Beijing Auto Show next week.

Shot by Laurent Nivalle in Paris, they take their inspiration from the fashion industry, reports PSFK, with the stills in line with magazine editorial, and the film on par with a lifestyle piece that places the car more as a background element.

The Numéro 9, while just a show car, is said to underline Citroën’s focus on styling with the forthcoming launch of its upmarket ‘fashion cars’ – the DS3, DS4 and DS5 – in Beijing.

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Sorry Dior, your new online magazine misses the mark

Dior has unveiled a new online magazine in a continuation of its quest for greater digital presence, but unfortunately the result just isn’t fit for purpose.

According to WWD, Diormag.com launches with eight articles to coincide with the fact the number is a good luck charm to the company. It will follow with  daily updates based on a variety of content designed to “both entertain and inform”. News from its 30 Avenue Montaigne headquarters will be included, as well as details on its other activities worldwide.

The aim is to tell the backstory of the brand and its products. As WWD’s piece explains, there is therefore also “house lore galore: The site’s introductory letter notes that Christian Dior was so superstitious, he would sew sprigs of lily of the valley into dress linings for luck on the day of his show.”

In theory, it sounds great. But in practice, it unfortunately comes across way too much as corporate spiel than it does anything that closely resembles that of “news” or a “magazine”.

Take this title: “Silver screen stars and fashion icons: femininity as seen by Christian Dior“. From that, I expect a real insight into the women of Dior, why they’ve been chosen, who they are, history of where they’ve come from. Maybe, even hopefully, then some insight into a fresh campaign, at the very least the latest update on one of its ambassadors like Charlize Theron (though the images of her that are provided are beautiful, if not fresh).

Alas, the text intros as follows: “Backstage Dior: the other side of the show coin. Behind the scenes, the action continues. But it’s another film that’s showing here, a more intimate one. Flanking the runway: director Jean-Jacques Annaud’s cast of four hundred. In the wings: Marilyn, Grace, Marlene, Charlize – Dior-ified, brought together through the magic of cinema.” A further three very similar paragraphs follow.

Unfortunately, the only phrase that comes to mind from that is: PR jargon. Or worse yet, utter mumbo jumbo. The team might have hired a “full-time editor in chief, whose identity has not been disclosed”, but the writing doesn’t come close to offering anything slightly resembling that of true magazine editorial quality. Beautiful if it’s on a page about the history of the brand, a piece of text designed to inspire or merely illustrate, but for a blog? (as that’s essentially what this is trying to be). Don’t expect digitally-savvy consumers to embrace it is all I’ll say.

This post on the house’s latest couture show, is much the same. It claims to offer a “look at it”, but the gallery doesn’t actually overly show the collection itself, and the copy, once again, reads exactly like a press release. Or maybe the show notes.

The post on Miss Dior, or Christian’s little sister Catherine, is better, but not by much.

The key thing that’s missing from Dior’s puzzle here, is creating content that’s shareable. Nothing in any of these pieces screams out “share me on Twitter” or “post me on Facebook” (where it has almost 7m fans), although that functionality is, quite surprisingly, built in.

There are some incredible branded content offerings out there from luxury fashion houses: Dolce & Gabbana’s Swide, Mr Porter, not to mention LVMH’s own Nowness, so plenty for Dior to have learnt from. Even Chanel’s very elusive attempts do a better job.

According to WWD, Diormag.com will cover Friday’s Paris Fashion Week show as its inaugural headline event, live-streaming it for the first time too. There’s also plans for blogger Susie Bubble to oversee a feed on Twitter at the same time. In both of those, therefore there may come something of much more value.

The entire concept has real potential, but from a content standpoint, I just hope they start to drive it properly. When you’re a brand as rich as Dior, you are naturally sitting on an enormous bed of information that people want to know, hear and see more of. By all means tell us about the past, but also show us behind-the-scenes, take us into 30 Avenue Montaigne, and give us a sneak peek at what’s coming next.

Either which way, just write it in a straightforward manner… for if you do, we’ll probably start talking about it. And better than that, we’ll also come back again.

***

ps. This piece from The New York Times fashion desk is worth reading: Editing as a brand investment

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Digital snippets: Stella McCartney, Chanel, Express, Nowness, Amazon, Shopkick

Triathlete Holly Avil for Stella McCartney's adidas Team GB collection

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

  • Behind-the-scenes on Stella McCartney’s adidas Team GB Olympics collection shoot [VogueTV]
  • Chanel joins list of luxury advertisers on online video service Hulu [Luxury Daily]
  • US fashion retailer Express begins selling entire catalog on Facebook [Mashable]
  • Amazon launches fashion site MyHabit.com to compete with flash sales services including Gilt Groupe and Vente Privée [All Things D]
  • Location-based shopping app Shopkick partners with Crate and Barrel [Mashable]
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film Uncategorized

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