Editor's pick social media

Burberry turns to epic storytelling on Snapchat to reveal new collection


If it’s not on Snapchat did it really happen? Or in Burberry’s case, if it IS on Snapchat did it happen really at all?

The British heritage brand – due to show at LFW today – took to the platform with a big focus on storytelling this weekend. The short version: two models planned to break into the Burberry flagship store on Regent Street, cue lots of security footage, references to numerous heist films, and entertaining moments before they eventually find the locked collection, play dress up in it, and then get caught.

“Break in at Burberry!” reads the headline on the front of the newspaper the next morning, accompanied by sub-stories including “Not so model behaviour”, “Snapchat gets the scoop”, and “High fashion heist”.

It’s a mega example of creativity on the platform; something the brand has been experimenting with since last season, but this time done in a way that really brings a fresh view to fashion weeks.

Content from other brands and showgoers / influencers alike, is inevitably heavily focused on the catwalks themselves. While a few sneak peeks have been revealed in numerous cases at the likes of Topshop and Mulberry, Burberry is the only example of a brand thinking outside the box to appeal to its digital audience.

The essence of the story, is of course, to preview the new autumn/winter 2016 line. It also ties to the fact it will be placed in store after today’s show in celebration of the brand’s move to a consumer-facing calendar from September.

Check out more of the images from Snapchat below…





London Fashion Week: your digital preview

This article first appeared on Mashable

Once again, London Fashion Week is aiming to prove it has just as much muscle in the digital department as its counterpart in New York.

Innovation kicks off at Topshop. Newly installed chief marketing officer Justin Cooke, formerly vice president of public relations at Burberry, has developed an interactive, shoppable livestream experience for its Unique show on Sunday afternoon.

On, viewers will be able to browse product shots and color options for certain apparel and accessories as they come down the catwalk. Viewers can then place orders for delivery in six to eight weeks. Beauty products worn on the catwalk will likewise be available for purchase with delivery in 48 hours. And each look will be instantly shareable with Facebook friends thanks to a “shoot the show” feature developed in conjunction with Facebook engineers.

Jonathan Saunders is similarly offering fans the chance to pre-order his collection, this time on social platform Motilo, which allows users to shop together through live video and chat.

Ten of the looks from Saunders’s Spring/Summer 2013 line will be made available immediately following the livestream, which is being hosted in a specially-created hub on the Motilo site.

Visual diaries

The British Fashion Council (BFC) will be hosting livestreams of 47 shows at this season, including those showing apart from the main catwalk venues, such as Christopher Kane, Mulberry and Paul Smith. The BFC’s in-house team will also be narrating the LFW story with behind-the-scenes snapshots on Instagram via the “BritishFashionCouncil” account.

Meanwhile, designer Anya Hindmarch, taking inspiration from Oscar de la Renta‘s bridal and spring shows, is working with the BFC to bring fans all the live action of her show via Pinterest.

Her experience throughout London Fashion Week, as well as of her show itself on Tuesday, will be pinned to the BFC’s board, providing a real-time visual diary for fans to engage with. Inspiration shots, backstage prep, even seating plans and invitations — not to mention the collection as it hits — will all be included. The Osman show on Monday will also be live-pinned.

The recently relaunched Net-a-Porter Tumblr promises to give a comprehensive overview of Fashion Week from both the front row, the street and, increasingly, backstage. The e-commerce site’s Fashion Fix blog meanwhile is equally as strong, hosting all manner of daily video insights and editorial content about trends.

Blogger, illustrator and photographer Garance Doré is also creating a series of videos for Net-a-Porter from each city, introduced in New York with an inside look at her prep for the week, and continuing through London with a second release on Tuesday.

Expert commentary

For those looking for some more expert analysis and professional insight on the collections, the place to head is SHOWstudio. Here, an exciting dose of live commentary and conversation is taking place alongside the livestreams on a number of key shows.

Hosted by SHOWstudio’s Lou Stoppard and writer Camilla Morton, you’ll find panel discussions with fashion experts including journalists, stylists, buyers and image-makers. “It’s about communicating fashion in a raw, unedited and honest way… and bringing the excitement of the front row to a broader audience,” the team explains.

SHOWstudio founder and director, Nick Knight, adds, “There is so much potential to cover the fashion shows in an entertaining way that can involve and excite a huge range of people. Sport events, for example, are always explained to their public by a panel of ‘experts,’ whereas fashion is just presented as if its only audience is the industry. Fashion coverage is also so inoffensive; everyone is too scared to rock the boat. Any art form benefits from a strong and robust critical forum — including fashion.”

Whistles CEO Jane Sheperdson, writer Colin McDowell, filmmaker Ruth Hogben, artist Daphne Guinness and more will all be featured. The initiative is occurring throughout fashion month (so New York, Milan and Paris too) from the company’s headquarters in London. LFW will see three shows covered: Burberry, Christopher Kane and Fashion East.

The BFC is looking to Twitter as always too, continuing its #AskLFW conversations from @LondonFashionWk with guest tweeters this season, including New York socialite Olivia Palermo, designers Matthew Williamson and Roksanda Ilincic, and Grazia magazine’s style director (and soon-to-be fashion director at Harvey Nichols), Paula Reed.

Geo-tracked transport

And finally, Vodafone is set to help LFW VIPs get about the city more easily throughout the week, thanks to an innovative bespoke app.

Each of the Mercedes-Benz cars VIPs travel in will include a Samsung Galaxy Note 10.1 tablet pre-loaded with “fleet management technology” so they can track their progress in the city. In other words, they’ll be able to view their location and speed — similar to how you would on an airplane — in relation to the press and photographer buses, helping them judge how long they have until the next show begins.

As Rosanna Falconer, digital marketing executive at the BFC, explains, “It lets them know how quickly they need to be there, and whether they have time to stop off for that all-important cup of coffee.”

The app also includes a calendar of the show schedule, a list of PR contacts, a Twitter feed displaying relevant hashtags and a stream of post-show videos from YouTube. The initiative helps ensure those all-important attendees remain as on the ball so as to keep providing content for the rest of us.

Despite being a city largely comprised of young, independent designers — with therefore decidedly low budgets — London’s support network sees it once again upping its game for Spring/Summer 2013, cementing itself as a true contender in the digital space. Of course, we will have to see what Burberry has planned for us on Monday.


CR Fashion Book teased with animated editorial shot

Carine Roitfeld has unveiled an animated GIF to promote her new magazine, CR Fashion Book, which is due to launch during New York Fashion Week on September 13.

The image is the first revealed from the actual publication. It features model Juliet Ingleby (photographed by Sebastian Faena and styled by Roitfeld) walking through a graveyard covered only by a floating sheer purple scarf. It is this that blows in the wind in the animated version of the shot.

There was previously a behind-the-scenes video that accompanied a preview issue released.


Teaser video: Shu Uemura by Karl Lagerfeld

This is a very cute video teasing the release of the Shu Uemura by Karl Lagerfeld collection (launching November 2012).

Called “Mon Shu Girl Birth Story”, it’s an animated tale of the collection’s mascot coming to life, and a play on Lagerfeld’s admission that he has used the brand’s eyeshadows for sketching. Check it out below:




Only Burberry would launch a trailer for its #LFW show


Watch it live on Monday at 4pm GMT –


Video preview: Marni for H&M


Here’s a sneak peek at what’s to come from the Marni for H&M collection in spring 2012.

“I wanted to create a true Marni wardrobe by revisiting all our favorite pieces in signature fabrics and prints. As always, I love juxtaposing prints and colors, mixing modern tribal with Bauhaus graphic adding sporty utilitarian elements,” said the Italian label’s founder and designer Consuelo Castiglioni about the collaboration.

She can be seen styling various looks in the video, which also features H&M’s Margareta van den Bosch and’s Tim Blanks.

Click here for a selection of images too.


Behind-the-scenes at Olsen twins’ StyleMint

The launch of Mary-Kate and Ashley Olsen’s new e-commerce site StyleMint is proving ever closer with the unveiling of a behind-the-scenes video from its first photoshoot in Brooklyn.

Watch it here:

And read more about the social strategy at camp Olsen, here.


Karl Lagerfeld’s ‘The Tale of a Fairy’ Chanel film preview

Chanel has released a trailer for its forthcoming 30-minute film, The Tale of a Fairy, due to be screened after the presentation of the brand’s 2011/12 cruise collection at the Cap d’Antibes this evening.

Posted on the Chanel News site last week, the clip features a somewhat crazed Kristen McMenamy alongside Freja Beha Erichsen as a topless fairy, kissing Anna Mouglalis.

The film, written and directed by Karl Lagerfeld, also stars Amanda Harlech, Bianca Balti, Baptiste Giabiconi, Brad Koening, Jake Davies, Mark Vanderloo, Oriol Elcacho, Sébastien Jondeau and Seth Kuhlmann.

“It is a movie about an ill-advised use of money which begins with violence and ends with feeling,” said Lagerfeld.

It will be available on on May 10.