Categories
Editor's pick product Retail

Balenciaga’s new trainers can only be bought by appointment at Selfridges

Balenciaga 'Track' sneakers
Balenciaga ‘Track’ sneakers

Balenciaga is launching a new shoe, named the ‘Track’, by appointment only at London department store Selfridges.

In order to book an appointment however, shoppers must visit a dedicated site to reserve a pair, and collect at a designated time slot at the store’s Corner Shop.

“This service model has been in place for brand launches for a few years, and it has helped eliminate queues and customer dissatisfaction,” Sebastian Manes, Selfridges buying and merchandising director, told Vogue ahead of the launch.

The retail strategy demonstrates once again the influence that streetwear’s drop culture has had on luxury as a whole, from product to shopping experience. Under Demna Gvasalia’s tenure, Balenciaga has borrowed from the hype generated by the Georgian designer’s other role as the head creative of Vetements, which gained him cult following by playing up irony in fashion.

With that mindset, Balenciaga led the trend of the ‘ugly’ sneaker in luxury fashion with its Triple S model. This new model, however, takes inspiration from traditional hiking and running styles, using similar high tech materials that aim to enhance performance.

Balenciaga 'Track' sneakers
Balenciaga ‘Track’ sneakers

“Balenciaga sneakers have been one of the most in-demand pieces of footwear since last year,” continued Manes. “Every time we restock the Triple S, it sells out within hours thanks to a growing waiting list. Our clients can’t wait to see what’s next from Demna Gvasalia – he has truly reinvented the house for the modern day woman and man.”

The new model will come in four styles, which can be previewed on the interactive site. Given the popularity of its predecessor, both the brand and retailer expect it to become another cult classic.

Selfridges’ Corner Shop, which is the store’s pop-up space, will also host artworks by artist Mark Jenkins at the same time that the coveted sneakers are on sale.

How are you thinking about product and retail innovation? We’re all about finding you the perfect partners to do so. TheCurrent is a consultancy transforming how fashion, beauty and consumer retail brands intersect with technology. We deliver innovative integrations and experiences, powered by a network of top technologies and startups. Get in touch to learn more.

Categories
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