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social media

Belstaff launches new Legends campaign portraits by Scott Schuman, starring Beckham

Belstaff_Beckham

Belstaff hosted an elaborate event that played on its motorcycle heritage this London Fashion Week to celebrate the opening of its new flagship store in the capital.

With David Beckham as host, the British-born brand closed off part of New Bond Street to welcome a parade of 50 authentic bikers.  They were wearing both new and vintage pieces from the brand, but as its supposed to be worn, on the road and getting dirty, which is exactly what the team wanted to capture.

As a result, they hired Scott Schuman of The Sartorialist to do so. The well-known street style photographer shot a series of intimate portraits of some of the bikers, seven of which, as well as one of Beckham, are now live on the Legends section of Belstaff’s website, which is also home to images of its oldest jackets and the icons who have worn them.

Each of the stars – David Parr, Nate Petre, Josh Wasserman, Hugo Jezgabel, Mark Phillips, George Barden and Pat McAteer – features alongside a mini interview saying who they are, what bike they ride and where they find their inspiration. Collectively they are referred to as the “modern legends of Belstaff”. (Clicking on their pictures leads to the corresponding product page too).

I’ve also been privy to an early cut of a video set to launch in a couple of weeks time documenting the bikers travelling from the historic Goodwood Estate to Mayfair. It’s a beautiful testament to both Britain and the brand. Look out for it.

Beckham will also front Belstaff’s spring/summer 2014 global advertising campaign. It will be photographed by Peter Lindberg and inspired by the late Steve McQueen, a long-time fan of  Belstaff. Further pictures of Beckham at the opening of Belstaff House in London are below:

Belstaff House - Opening Event Belstaff House - Opening Event

 

Categories
social media technology

#NYFW digital highlight: Tommy Hilfiger’s social concierge

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Tommy Hilfiger brought a sense of digital personalisation to those in attendance at his California-themed New York Fashion Week show this season; offering up a service that delivered assets – pictures through to collection information – upon request in real-time.

The “social concierge”, as it was called, saw a dedicated team of 30 responding to emails sent in from showgoers – either providing them with what they were after from a cloud-based library, or directing a team member on-site to capture the request directly. Mashable experimented with this 30-minutes in advance to see what was possible, asking for an image of the designer with a model doing a thumbs up, and got the exact shot back just before the show began, as shown above.

Meanwhile, I requested one of the first looks, a finale shot and an image from behind-the-scenes while the collection walk was in action, all of which I received within 15 minutes of it ending. Mine (included below) were evidently shot on an iPhone, though the service did also incorporate higher quality photography and reportedly a team of digital technicians to instantly edit the shots.

The concept is of course tied to social media sharing. Said the company: “[It] allows the industry to curate and share a new layer of exclusive, customized content on their own digital platforms for their followers during the show.” It added that the aim was to further “emphasise the approachable and inclusive DNA of the brand”.

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That access to exclusive content for attendees also continued with the brand’s “Runway Newsroom”, an online portal that opened immediately following the show, once again intended largely for press and buyers. This included everything from a full collection statement to high res images of the line, behind-the-scenes activities and even set design. So too were there sketches from the designer and detailed photographs of the fabrics.

As Avery Baker, CMO at Tommy, told WWD: “There is increased pressure on media and influencers to communicate immediately to their followers. We felt this program would help facilitate and streamline the process for them.”

Two further pieces of digital content were also created for the season:

The first was the result of the brand providing bloggers including Scott Schuman and Susie Bubble with Lytro cameras. These light field cameras allow photos to be refocused after they are taken. In other words, viewers can focus in on the model in the foreground or switch to the crowd behind her just by tapping the screen (see below).

And secondly, it partnered with artist Meagan Cignoli to capture moments in the lead-up to and during its show using Vine and Instagram video (see this one for instance). A separate series of 30-second videos were created by the brand focused on details like the beauty looks, the accessories in the collection and its beach-themed set up.

As with last season, “The Conversation” of the show was captured on a live social media feed displayed in the entrance-way to the venue on 90ft screens.

TH SP14 collection first look 24TH SP14 Collection Detail 6sketches TH SP14 collection conversation 08

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digital snippets mobile Uncategorized

Digital snippets: Uniqlo, Abercrombie, Louis Vuitton, Nike, J.Crew, Club Monaco, Tory Burch, adidas

I’m playing a massive round of catch-up post work and leisure travel… more on the former to follow, but in the meantime, here’s a look at some of the biggest stories surrounding all things fashion and digital from the past couple of weeks. Did I miss anything? Let me know in the comments below…

 

  • Uniqlo mesmerises Pinterest users with mass pinning for Dry Mesh Project [BrandChannel]
  • Abercrombie & Fitch models cover ‘Call me Maybe’, video goes viral (as above) [Abercrombie & Fitch]
  • Louis Vuitton’s new interactive site teaches you how to pack [FastCo.Create]
  • Nike becomes first UK company to have Twitter campaign banned [The Guardian]
  • J.Crew’s latest online venture, Hello World, invites Scott Schuman and Garance Doré to capture five global tastemakers [Refinery29]
  • Club Monaco launches Facebook Timeline app [Mashable]
  • Tory Burch resets with app, revised blog [WWD]
  • adidas athletes #takethestage in its biggest-ever marketing push [Campaign]
  • Fashion to embrace ‘social gaming’ [WWD]
  • Nasty Gal’s Sophia Amoruso: fashion’s new phenom [Forbes]
  • Pinterest has users, Fancy has a business model [AdWeek]
  • NYC and Mayor Bloomberg launch Project PopUp, a fashion tech start-up competition [BoF]
  • 10 fashion memes that took the internet by storm [Fashionista]