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Editor's pick social media

Burberry turns to epic storytelling on Snapchat to reveal new collection

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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…

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Categories
Editor's pick film

Mulberry film hints at first season with new creative director Johnny Coca

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Mulberry has released a short film sharing the thoughts of its new creative director Johnny Coca ahead of the brand’s relaunch during London Fashion Week this season.

“That was then, this is now”, as the company refers to it, sees Coca speaking about his inspirations and his focus for the new collection. He refers to “Britishness” as an attitude and something individual, saying that it’s about “tradition and how it’s mixed with modernity”.

He’ll be bringing that to his first collection, mixing rebellion with “a balance of femininity; poetic but strong”.

Structure of the garments and bags will be a big focus, drawn from his love of architecture, while colour will also play a part, heavily influenced by his obsession with red; something he says is probably because it’s very Spanish, but appropriately also very British. He also talks about his decision to restore an original 1970s logo he found in the brand archives.

There are multiple additional hints as to his thought process from the film – the bank of the Thames, food slopping on a plate, models walking up concrete steps of the Barbican, a gargoyle, heavy florals, a china teacup, piano keys, an orange (perhaps a Seville orange nodding to where he was born), cycling, a washing machine. “I’m inspired by things I see everyday,” he explains.

In a press statement, he adds: “I wanted to reinforce the British character and sensibility of Mulberry. It’s quite humbling – to be trusted with this brand that people love and feel is very much part of them and their lives. In my role as creative director I want to push the boundaries, but also respect the values and DNA at the core of Mulberry.”

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Coca is part of a turnaround plan at Mulberry that has also seen a new CEO put in place, and a shift away from the brand’s original intention to move upscale. More bags have been introduced around the £500-£1,000 mark, while a big focus has been put on enabling digital sales. It returned to positive during H1 2015 (six months to September 2015), with pre-tax profit of £60,000, compared with a loss of £1.1m a year earlier.

Coca follows Emma Hill, who left the company in 2013. He was most recently head designer director for leather goods, accessories, shoes and jewelry at Céline. His vision for Mulberry has been entirely shrouded in secrecy until now.

The full reveal will take place during the show at 4pm GMT on Sunday February 21. Until then, Mulberry will also be revealing more via both Instagram and its new Snapchat channel. Follow along via @MulberryEngland and #MulberryEngland.

Categories
film social media

M&S teases Christmas #magicandsparkle campaign over social

British retailer Marks & Spencer provided a sneak preview of its upcoming Christmas television campaign via its social channels this week, including Facebook, Twitter, Instagram and YouTube.

The 10-second trailer sees a Highland Terrier dashing down the street with model Rosie Huntington-Whitely in hot pursuit. Hinting towards both an Alice and Wonderland and a Wizard of Oz theme, it closes with the dog tumbling down a manhole.

This little dog is no Toto however, but either Magic or Sparkle, depending on what M&S fans decide. The retailer is inviting them to vote on either name as part of an interactive tie-in for the revival of its “Magic & Sparkle” catchphrase.

“With this year’s ad we wanted to recapture the magical essence of Christmas that our customers tell us is synonymous with M&S. Magic & Sparkle is an extraordinary franchise, which has always been a firm favourite with customers,” said Patrick Bousquet-Chavanne, executive director of marketing and business development. He added that it’s all about interaction and a conversation with customers this year. “Digital is the fastest way to be in that conversation and you are going to see us doing more of that.”

The full two-minute ad – set to be released over social on Monday, November 4, and television on Wednesday, November 6 – is said to be inspired by several other much-loved fairy tales too.

It also stars David Gandy and Helena Bonham-Carter, in what is referred to as a filmic spot featuring an enchanting orchestral soundtrack.

Huntington follows after the small dog, landing in a snow-dusted forest seated at a “fantastical feast”, filled with M&S food products and Gandy, who takes on the role of Mad Hatter. Next she moves to a Red Riding Hood scene inside Grandma’s House complete with home goods and decorations from the retailer, before heading out on a magic carpet, with Gandy once again, across the London skyline. This time she wears her Rosie for Autograph lingerie and sleepwear lines.

Last up is the yellow brick road with Huntington-Whitely as Dorothy (complete with red heels), Gandy as the scarecrow and Bonham-Carter as Wizard. The ad closes with Magic or Sparkle safely recovered in the real world.

The spot was shot by London-based agency Rainey Kelly Campbell Roalfe/Y&R and directed by Johan Renck.

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film social media Uncategorized

Kate Bosworth sings in Topshop’s Christmas film, revealed as face behind #whosthatgirl teasers

Topshop Kate Bosworth Winter Wonderland

After an impressive teaser campaign that ran across social media channels for five days, Kate Bosworth has been revealed as the star of Topshop’s Christmas film (as below).

Stood atop a grand piano, the Hollywood actress sings a rendition of Winter Wonderland in the spot; a track that Topshop hopes has a chance of reaching number one. Accordingly, it is available to download on iTunes as well as through Shazam and Spotify.

The film was directed by Michael Polish and was inspired by the famous piano scene from 1989’s The Fabulous Baker Boys with Michelle Pfeiffer.

It sees Bosworth wearing a custom-made Topshop dress, designed by her in partnership with the retailer’s team. Both that and her shoes will be available to order on Topshop.com to tie in with its new store opening in LA in February 2013. The make-up worn in the film however is available to order immediately.

“This project brings together two important aspects of my life: cinema and fashion. I have always been a fan of the Topshop brand and it has been an honour to work with Sir Phillip and the team. I hope everyone enjoys watching it as much as we did making it,” said Bosworth.

She has also sent personalised digital messages introducing the film to numerous Topshop customers.

Check out a couple of videos from behind-the-scenes below too. And read more about the teaser campaign, #whosthatgirl, here: Topshop teases holiday film with social game of celebrity guess who

 

 

Kate Bosworth album image - Topshop

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film social media Uncategorized

Topshop teases holiday film with social game of celebrity guess who – #whosthatgirl

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Given the fact online films now pop-up left, right and centre from fashion brands and retailers, it’s always fun to see those who go the extra mile to make sure their fans are fully engaged ahead of launch, almost securing the spot’s virality before it does so.

Kudos then to Topshop, who has made its first holiday campaign an altogether more significant affair by using social media to tease who its star is.

“Winter Wonderland” will premier tomorrow on YouTube, fronted by a Hollywood A-lister. Accordingly, Topshop has been using Twitter, Facebook, YouTube, Google+, Tumblr, Pinterest and Instagram to build anticipation as to who she is.

 

Five teaser trailers reveal shots of her from the neck down, pictures on Instagram capture her in London over the weekend from behind, and comments on Twitter provide clues into where she’s from and what she likes doing. A board on Pinterest houses everything together in one space.

All of it is accompanied with the hashtag #whosthatgirl encouraging consumers to guess for the chance to win a £500/$1000 shopping spree at the store.

Justin Cooke, CMO at Topshop, said: “We are very excited about the launch of our first Christmas movie, its a true 360 degree campaign with some surprise elements that you will see tomorrow! We wanted to create real anticipation before it premiered and it looks likes its working with over 100,000 people watching 10 second teasers and an incredible number of posts and tweets across all platforms.”

Some of the clues have included:

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This one is particularly fabulous:

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And the guesses have been flying in. “From Elizabeth Olsen & Georgia May Jagger to Whitney Port & Diane Kruger…” tweeted Topshop on Saturday, December 1. So too have there been suggestions such as Cara Delevingne, Kate Bosworth, Chloë Grace Moretz, Emma Stone and more.

Fans themselves have been saying things like: “@Topshop’s #whosthatgirl competition is so addictive, keep trying to guess who it is, I really haven’t got a clue!”

And: “@Topshop #whosthatgirl can’t wait til Tuesday to find out if I’m correct, most fun game I’ve played in a long time, feel like a detective!”

And: “Tortured by @Topshop’s #whosthatgirl campaign. Talk about brilliant social media marketing. Can’t wait to find out who she is tomorrow!”

As for the film itself, Topshop says its inspired by The Fabulous Baker Boys – the film that made Michelle Pfeiffer famous. Until tomorrow then… (and some more pics below in the meantime).

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Categories
film Uncategorized

Dior teases Marion Cotillard web documentary

 

Dior is set to launch a seven-part web documentary starring the face of its Lady Dior handbag line, Marion Cotillard.

Announced via the teaser spot shown above, the series will see the French actress giving sneak glimpses into life at the famed fashion house. A new episode will be unveiled every two weeks.

The teaser opens with an an animated feature of two silhouetted characters unzipping a black evening dress. Another jumps for joy before the film cuts to real-life footage of New York traffic, iPhone sketches, camera snapping and measurements in an atelier.

At one point Cotillard is seen posing in the same look as that of her campaign set in the Oscar Niemeyer-designed Communist Party HQ in Paris from earlier this year (as shown below), suggesting the series will feature much behind-the-scenes footage from her other work with the brand.

Later, she appears having her “last fitting” for “look B”. The spot ends with a knock at the door…

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e-commerce film Uncategorized

Net-a-Porter teases Choupette Lagerfeld video

 

“She’s white, fluffy and quite possibly the best-dressed cat on the planet,” reads the copy on Net-a-Porter’s latest video uploaded to YouTube. “Oh, and did we mention she’s a Lagerfeld?”

The luxury online store has released a teaser (as above) featuring Karl Lagerfeld’s now infamous feline friend, Choupette, who just celebrated her first birthday.

A full-length exclusive video with the “oh so chic” cat, is slated to follow, presumably to tie in with the release of Lagerfeld’s second Karl collection on Net-a-Porter from today.

Got to love it when fashion doesn’t take itself quite so seriously…

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Uncategorized

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:

 

[via Vogue.fr]

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Uncategorized

Teaser videos: Maison Martin Margiela for H&M

By now, you will have all heard H&M has confirmed the rumours Maison Martin Margiela is the next designer set to collaborate with the store. It’s perhaps an unlikely pairing, as reported by Fashionista, but one H&M’s creative advisor, Margareta van den Bosch, expects to be a “great and memorable fashion moment”.

The collection doesn’t launch until November 15, but in the meantime, there were also a couple of very cute teaser videos revealed today, one for womenswear and one for menswear showing sketches of a darted sweater, and a car coat respectively. Check them out below:

 

Categories
digital snippets e-commerce Uncategorized

Digital snippets: Grazia, Barbour, Dolce & Gabbana make-up, Diesel, Honestby.com

Some more great stories from around the web surrounding all things fashion and digital over the past week:

 

  • UK Grazia magazine teases its Fashion Issue Live documentary series ahead of London Fashion Week (as above), crowdsources content [Grazia Daily]
  • Barbour ups spend on search ads to fight fakes [Marketing]
  • Behind-the-scenes on the Felicity Jones for Dolce & Gabbana Make-up shoot [Beauty High]
  • Honestby.com: a fashion e-tail revolution? Vanessa Friedman certainly thinks so [Material World]
  • Fashion tech boom: why it’s happening and how start-ups get funded [Fashionista]