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Digital fashion shows continuing during #NYFW this season

The move for online-only catwalk shows is continuing this fashion week with See by Chloé, ICB and Pierre Balmain all taking to PR agency KCD’s “Digital Fashion Shows” format.

First launched in February, the initiative enables invited press and buyers to view the collections from their computer, iPhone or iPad. Each show has been pre-recorded – See by Chloé in Paris, ICB in Brooklyn, and Pierre Balmain in Beijing.

They include a full catwalk experience, still images of the clothing and accessories with detailed information on each piece, and a complete write-up on the inspiration behind it. There is also beauty coverage from backstage.

“New York now sets the pace for newness between digital and fashion,” said Rachna Shah, managing director of KCD Digital.  “From business-to-business platforms, like Digital Fashions Shows and Fashion GPS, to live-streaming and runway social media applications, the American industry is pushing the digital envelope further and further each season.”

The See by Chloé show was available to view from 9am EST today (as shown in the pictures above). Pierre Balmain will take place at 9am on Monday, September 10, and ICB at 10am on Tuesday, September 11.

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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
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McQ posts SS11 campaign to Tumblr

The spring/summer 2011 McQ campaign is being unveiled through a series of entries on the brand’s Tumblr site.

A partnership between the contemporary line from Alexander McQueen and London-based photographer Niall O’Brien, the images were shot during a road trip across the American Northwest.

“When we stopped, it was usually at rivers and small towns where we’d end up hanging out with kids and locals, drinking beers, swimming, exploring and having fun,” said O’Brien.

A spokesperson told Vogue.com: “These spring/summer 2011 images are a creative collaboration with Niall, where he captured the spirit of youth and adventure so intrinsic to the McQ brand. We have decided to share this journey through a series of posts built on the www.m-c-q.com Tumblr site to allow followers to share and interact with us.”

The site was launched late last year with digital creative agency Wednesday. Jonathan Akeroyd, president and CEO of Alexander McQueen told the Business of Fashion: “Because McQ is a new, fresh and energetic collection, we want to talk to its fans through the media they use. McQ will forge links with its customers through social media platforms to create a more direct relationship with them.”

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Elle Collections launches iPad app

A preview of the latest issue of biannual catwalk title Elle Collections has been released as an interactive iPad app.

Launching this week it offers an insider’s guide to the top 10 shows of the spring/summer 2011 season, as well as a detailed image gallery of the collections and a round-up of the best accessories.

Video footage from backstage is also offered, alongside films of the Elle team commenting on the shows and providing insights into the key looks of the season.

Elle editor Lorraine Candy said: “For the first time we talk readers through the top shows, take them back stage and into the world of the catwalk, giving them access in a way no other magazine could. We wanted to give readers an understanding of what inspired the designers and an idea of what they’ll be wearing this spring/summer. The iPad gives us the tool to do this in a truly, interactive, tactile way that we’re sure our readers will love.”

The app also offers an interactive front row feature where users can click on individual personalities to find out who they are and then opt to read their blog or follow them on Twitter.

Download it from iTunes here.

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SS11 Mulberry campaign comes alive through visual effects

 

Mulberry has used its spring/summer 2011 ad campaign images shot by Tim Walker and starring models Lindsey Wixson and Nimue Smit to create a short film.

Through animation, rotoscoping and repainting visual effects, the six shots have been weaved together to produce a 1m23s spot that sees the models blinking, the featured piglet moving and the hydrangeas blooming.

The result is a living montage that aims to capture the “romantic, ethereal and decadently floral” spirit of the season.

The project was created by ad agency House and Holme in collaboration with Park Village’s director Luke Losey and visual effects company Framestore.

See the full film at www.mulberry.com/ss11film

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Digital snippets – 07/03

Dolce & Gabbana A/W 2011/12

I’ve returned from a work trip to an inbox full of digital news and launches. Here are a couple of highlights:

  • Live-streamed backstage videos and a wall of tweets at Dolce & Gabbana in Milan [Vogue.com]
  • Office celebrates launch of its first designer collaboration with PPQ with an exclusive video [Office]
  • Behind the scenes on a Uniqlo shoot with Orlando Bloom and Charlize Theron [Vogue.co.uk]
  • And not stricly speaking anything to do with digital, but an update on the Galliano story. Despite being fired from Dior following his arrest and the subsequent release of an incriminating video, his show went ahead in Paris yesterday. Reports also state the collection will go into production. [Reuters, Style.com, Vogue.co.uk]
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Megan Fox’s new Armani ad unveiled

The full-length version of Megan Fox’s Armani Jeans and Emporio Armani Underwear spring/summer 2011 campaign, has been released.

Shot by fashion photographers, Mert Alas and Marcus Piggott, the ad sees an ultra-thin Fox provocatively posing in a series of skimpy looks.

A second video featuring Rafael Nadal (who takes over from Cristiano Ronaldo for the brand this season), will be released in full on Monday, March 7.

Fox meanwhile, is also the star of the new Armani Code fragrance campaign, the video of which is due to be unveiled over the coming weeks. Images released so far show the actress sporting a short black bob, topless though covered by a sheet, and accompanied by a nude male model on a rooftop in Los Angeles.

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Zara launches People!, calls for creativity

Zara has launched a new project called People!, which encourages consumers to collaborate with the brand by sending in their own creative pictures for publication.

At people.zara.com, users are asked upload images with looks featuring at least two items from the retailer’s current collection. Each week a selection of the best will then be published online.

Those chosen will receive 300€ for their colaboration.

Yet another clever use of crowdsourcing – and cheap creative pics for Zara too.