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film

Hermès’ quirky menswear film features French dancer in urban playground

Hermès wins on the video front once again this season, with the recent launch of a creative and quirky menswear campaign starring Ballet de l’Opéra National de Paris dancer Jérémie Bélingard.

Directed by Romain Laurent, the 60-second spot – called Man on the Move – sees Bélingard walking around an “urban playground”, as he does so automatically transforming from one outfit to the next.

Like a fashionable shafeshifter, when he bumps into a lamppost, his jacket and granddad-collar shirt are replaced with a white printed shirt and green trousers; when he hits the wall with the chime of a pinball machine, the green jacket to match those trousers arrives. It’s not long however before that suit gets left behind like a shell of his form as he walks forward once again…

And so the ad continues, cleverly placing numerous products from the line aside one another, including scarves, bags, and yes, even underwear.

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social media

French Connection launches in-store #selfie campaign

#canthelpmyselfie_press_small

French Connection is launching the “ultimate selfie challenge” in the UK this spring.

Kickstarting officially in London on April 24, the retailer is introducing a campaign called #canthelpmyselfie, inviting shoppers to snap pictures of themselves to create a live display of its seasonal collection in store windows.

Fans are invited to book an appointment via the website for a variety of stores around the country (starting in Regent Street this week before touring to five other cities including Manchester and Newcastle through May) – once there they will select their favourite pieces from the line to wear, indulge in  a mini makeover session and then jump into an interactive selfie booth to snap their photo for the whole high street to see.

Jon Carney, creative partner at digital agency Somewhat, which collaborated on the project, said: “Mobile and social channels are an essential part of how millennial consumers interact with brands, and especially how they can experience fashion brands. As consumers’ physical and digital worlds are increasingly converging and colliding, brands need to respond with campaigns that bridge both worlds seamlessly.”

The real-time “phy-gital” initiative, as its being referred to, simultaneously employs live engagement with passersby by inviting them to ‘vote’ for their favourite look by placing their hand in front of sensors in the windows. The best selfies selected will be in with a chance of winning a £1,000 shopping spree.

Categories
film

Prada, McQueen, Lanvin, Belstaff, Miu Miu launch SS14 campaign films

miu-miu-spring-2014-campaign

It’s been a bumper start to the week in terms of spring/summer 2014 film releases. Here are five of the big ones:

  1. Prada

    Prada’s spot sees a bevy of models all acting as spectators at various different events – tennis, the cinema and a gig – so that shortly you realise they, in fact, are the spectacle. It was shot by Steven Meisel.

  2. Alexander McQueen

    Alexander McQueen’s short film is a haunting narrative starring Kate Moss as an otherworldly woman with sulphur yellow hair. Captured by Steven Klein, it follows the model as she is eerily being filmed by a tatooed stranger. A voodoo doll version of her can also be seen in the spot, and replicated in the print ads.

  3. Belstaff

    Belstaff’s relationship with David Beckham makes headway with a 90-second spot set in the English countryside. The star is seen zipping through fields on a motorcycle alongside friends “with a shared thirst for adventure”. It was shot by Hopi Allard, while the full campaign was captured by Peter Lindbergh.

  4. Lanvin

    Lanvin has captured sounds from its spring/summer shoot and overlaid them on its seasonal campaign film. Whisperings such as: “I think it is one of the most exceptional things I’ve ever tried,” and: “It’s my finest work,” can all be heard. Steven Meisel is also behind this one, with creative direction from House and Holme’s Ronnie Newhouse and Stephen Wolstenholme.

  5. Miu Miu

    Miu Miu’s is a personal favourite. Launched at the end of last week, it stars young actresses Elle Fanning, Bella Heathcote, Lupita Nyong’o and Elizabeth Olsen in what’s referred to as a “techno interpretation of the SS14 collection”. Inspired by video game speed and sounds, it was directed by Inez & Vinoodh, and edited by Otto Arsenault.

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data digital snippets e-commerce mobile social media

Digital snippets: adidas, Louis Vuitton, Neiman Marcus, Bitcoin, American Apparel

Here’s a highlight of the best stories in the fashion and tech space over the past couple of weeks…

adidas_Stan_Smith_Popup

  • adidas launches Stan Smith pop-up store, includes 3D-printing station (as pictured) [Dexigner]
  • Louis Vuitton debuts spring campaign on Instagram [Refinery29]
  • Neiman Marcus CEO apologises for data breach, offers free credit monitoring [The Verge]
  • Overstock CEO: Why we’re accepting Bitcoins [CNBC]
  • Five reasons why American Apparel is bullish on Twitter [AdWeek]
  • Aerie’s unretouched ads ‘challenge supermodel standards’ for young women [Huffington Post]
  • Warby Parker launches interactive 2013 annual report [Laughing Squid]
  • Wet Seal hires 16-year-old to build its following on Snapchat [AdAge]
  • François-Henri Pinault puts his money where his mobile is via Square, hints at future for luxury world buying into tech [FT Material World]
  • Show business: are fashion shows still relevant? [BoF]
  • Beacons: what they are, how they work, and why Apple’s iBeacon technology is ahead of the pack [Business Insider]
  • Personalisation is key for beauty omnichannel strategy: L’Oréal Luxe exec [Luxury Daily]
  • Try on virtual make-up and pay with your hand with retail tech at CES 2014 [BrandChannel]
Categories
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

Chloé provides access and interaction in #PFW show experience

chloe_socialmedia

Chloé launched a dedicated microsite for its Paris Fashion Week show yesterday, providing followers with multiple camera views as well as personal moodboards.

It might not a big, digital innovation, but there’s a lot to be said for the fact the experience was one of the most seamless I’ve seen this season.

Importantly, the initiative ticked the boxes for pre- and post-content.

It kickstarted on September 24 with a series of teasers that could be shared across social media sites. They ranged from detailed images and animated GIFs to short videos and quotes from creative director Clare Waight Keller. A heavy focus was seen on the Baylee bag, telling its story from inspiration to runway.

Yesterday, viewers could then follow three different live cameras in the build-up to, and during, the show. They included guest arrivals outside the Lycée Carnot venue, backstage with the models, and on the runway itself. This all worked via mobile too.

As the event unfolded, so too did different albums under a moodboard header, including one for the collection looks, one for accessories, another for the guests, and one from backstage. Users could click on individual images and share them via Twitter, Facebook, Pinterest or Weibo, or heart them to add them to their own personal moodboard page.

“[We] are excited to see how you direct your own Chloé show,” read the invite.

All in, the initiative was a progressive one for such a traditional Parisian brand. Let’s not forget, as suggested by Fashionista last week, this is access to what remains a rarefied world.

Some assets from Chloé are posted below, (top image via Elle UK).

photo 2 photo 4 Chloe_moodboardchloebackstage chloe_ss14

Categories
e-commerce social media

Digital Marc Jacobs ads invite users to reserve SS14 collection

MarcJacobs5_SS14

While the majority of designers are pushing their current season collections through online banner ads at present – Diane von Furstenberg, Etro, Valentino, Calvin Klein and Louis Vuitton included – Marc Jacobs is focusing on spring/summer 2014.

The US brand is taking advantage of the fact content on sites like the New York Times’ style pages this month is based on fashion weeks in New York, London, Milan and Paris. Rather than pushing for direct conversions therefore, its campaign showcases a shot from its recent show (and next season’s line); beneath it inviting consumers to reserve the look.

Its a clever move to encourage clicks, and ultimately capture consumer data, including email addresses.

The banner leads through to a lookbook on the MarcJacobs.com site featuring the entire show in still shots and in video form. Each of the looks can be shared over social media (Twitter, Facebook, Pinterest, The Fancy, Svpply and Google+), as well as reserved – opting to do so calls for users to fill out a form that will notify them when the item they’re interested in is available to buy.

Screenshots below show the path of the initiative:

MarcJacobs_NYTimes_SS14 MarcJacobs2_SS14MarcJacobs3_SS14MarcJacobs4_SS14

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Uncategorized

DSquared2 wins with turnaround of #TikiGirl show video

 

I recently wrote a piece for Mashable about the value that exists for brands in live-streaming their fashion week shows.

One of the key learnings was that the content surrounding such an initiative needs to be given just as much attention as the collection it is showcasing. Said Dan Clifford, a former VP of marketing at Victoria’s Secret. “We need to be as careful with the content as we are with the product. That’s what reaching the individual that doesn’t have the luxury of being there is about,” he said. “Too many brands isolate the runway as a moment in time and don’t consider the pre and post opportunities that they could be harnessing and leveraging across the whole season.”

It’s for that reason I wanted to highlight the video DSquared2 released less than 24-hours after its runway show in Milan this week. Rather than just your typical 10-minute look at a catwalk show, it opens with two-minutes of content dedicated to setting up its 1950s #TikiGirl theme. Models dance for the camera shaking maracas, quick peeks are provided backstage as well as close-ups on the collection and its accessories, and a killer soundtrack plays over the top. Even designers Dean and Dan Caten both feature before the show itself begins.

Check it out above.

Categories
social media technology

Burberry shoots SS14 #LFW show on new iPhone 5S

 

The social media content surrounding Burberry’s spring/summer 2014 show at London Fashion Week was captured exclusively using Apple’s new iPhone 5S iSight camera.

The promotional move saw the British heritage brand able to make use of such features as a “larger sensor, better live exposure adjustment, auto image stabilization and live video zoom,” reported Mashable. The camera also includes a new ‘burst’ mode that allows users to shoot 10 photos per second, as well as an option for slow-motion.

The resulting creative work was edited into a YouTube video by Burberry straight after today’s show (as above), featuring models backstage, the collection coming down the runway, and celebrities including Sienna Miller and Anna Wintour interviewed outside. A 15-second – and truly beautiful – slow-motion piece on Instagram meanwhile, received over 20,000 likes.

See it below alongside some additional highlight shots from Instagram, Twitter and Vine:

Burberry_SS14_iphone5s_9Burberry_SS14_iphone5s_3 Burberry_SS14_iphone5s_4 Burberry_SS14_iphone5s_8 Burberry_SS14_iphone5s_10 Burberry_SS14_iphone5s_7 Burberry_SS14_iphone5s_1 Burberry_SS14_iphone5s_5Burberry_SS14_iphone5s_2

Categories
digital snippets social media

Digital snippets: #NYFW round-up special

All manner of social initiatives took place during New York Fashion Week last week, ranging from a digital concierge at Tommy Hilfiger to the use of Snapchat at Rebecca Minkoff. Here’s a round-up of it all:

TH SP14 collection first look 28

  • Over 630,000 viewers watched New York Fashion Week online, but designers still fail to live up to their European counterparts [Mashable]
  • #NYFW digital highlight: Tommy Hilfiger’s social concierge [Fashion&Mash]
  • Rebecca Minkoff to debut runway looks on Snapchat [Mashable]
  • Kenneth Cole unveils Vine mosaic during #NYFW show [Fashion&Mash]
  • Revlon provides collection sneak peek over Pinterest during #NYFW [Fashion&Mash]
  • Pinterest entices huge brands in special fashion week pages [Venture Beat]
  • Giant digital installation anchors Phillip Lim for Target NYFW event [Fashion&Mash]
  • Models to carry Moto X on NYFW runway [AdAge]
  • How designers make the moments when fashion clicks [WSJ]
  • A look at how Instagram is changing New York Fashion Week [Fashionista]
  • This interactive fashion feature from The New York Times is also worth checking out, it showcases seven big shows in a series of expandable visual sliders, as well as what it calls ‘fashion fingerprints’ – a digital breakdown of the key colours for the new season.

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London amps digital to make fashion week more public than ever