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social media

Aritzia launches spring collection via digital Instagram mosaic

aritzia_lookbook_instagramCanadian retailer Aritzia has made clever use of the grid view on Instagram to launch its spring/summer 2014 collection.

A total of 510 images have been unveiled as individual Instagram shots, together creating a mosaic of the new season look book. Some images are mere blank pink squares, others show the corner of a leg, the edge of a shoe or a torso.

The team refers to it as “a piece of (digital) art”. Reminiscent in part to what Uniqlo did on Pinterest, albeit without the animation, this is one of the strongest examples seen on Instagram, not to mention the first at such scale – an impressive scrollable collage at 42 iPhone lengths long.

Said Aritzia CEO, Oliver Walsh: “We have moved into the age of the image-based social network. It makes perfect sense to release our spring lookbook in a place where our customer loves to spend a good deal of time indulging in beautiful visuals.”

The campaign exists via @aritzialookbook (the mosaic effect only works on mobile). It was maintained originally as a private account and launched to the public all in one go. To promote it, a series of the blank pink squares were posted via the main @aritzia feed with the line: “510 images. 42 iPhone screens long. View our collections like you never have before: @aritzialookbook.”

In less than 24 hours its followers jumped from 0 to 2,485. aritzia1

aritzia_lookbook_instagram2

Categories
film

Courage underpins beautiful new Lacoste campaign film

#LiveBeautifully seems an apt hashtag for the latest ad from Lacoste. Created to support the brand’s “Life is a Beautiful Sport” campaign, it’s an arresting 60-second film depicting “a man about to risk it all to win the game of his life”.

That game, it’s suggested, is love. The Big Leap, as the spot itself is called, sees actor Paul Hamy building up the courage to go in for a kiss with model Anna Brewster in one scene, while another (the metaphor) sees him leaping off the side of a building and falling towards the ground until their lips lock. 

The film was created by BETC and directed by Seb Edwards. It features “You & Me”, a song by Disclosure featuring Eliza Doolittle remixed by Flume. 

It launched in France during the Winter Olympics Opening Ceremony, and will be broadcast globally from March 2014 onwards.

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.

Categories
technology

SHOWstudio captured and remixed the sound of four SS14 collections being made

Matthew_soundofclothes_SHOWstudio

I’m somewhat obsessed with the idea of the fashion industry working out how to nail audio branding. I’m not talking about just straight up music partnerships or even the sounds associated with a brand when being in-store, but the noises that personify the clothing or accessories in particular and whether they have the potential to subsequently be owned by an individual label. Food for thought…

It’s for that reason though that I love this initiative from SHOWstudio called The Sound of Clothes: Studio Sessions. The creative editorial site founded by Nick Knight, captured the sounds of Mary Katrantzou, Sibling, Piers Atkinson and Matthew Williamson’s collections being made ahead of their spring/summer 2014 shows this past September.

From the noise of the knitting machines and crochet needles being used, to beads and gems rustling, jersey being ripped, the pattern cutters in action, zips fastening and even models’ heels clicking during fittings, everything was collected, edited and then remixed into four musical tracks (as below) said to give “a unique audio take on the collections and capture the diversity of London Fashion Week”.

Sound artist Stu Sibley worked on the initiative, stretching and manipulating certain sounds so they seem like beats or instruments, while leaving others exactly as they were recorded. Each track is accompanied by abstract 3D visuals based on the runway collections themselves. Concept and direction was by Lou Stoppard and Neal Bryant. 

There’s also a wonderful essay by Maria Echeverri alongside the project that charts the history of sound through dress: “The various instances of sound in dress ranging from the Renaissance to present day hint at the untapped potential of resonant dress, for ultimately, the act of making and hearing noise is implicit in the experience and interpretation of clothing. And by understanding the enlivened dexterity of sound through its past, we can begin to imagine, and hear, its future.”

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

Categories
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.

You might also like:

Live-streaming fashion week: what’s the point?

London amps digital to make fashion week more public than ever