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2015: a designer meets digital year in review

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It’s been another big year for the fashion industry and its integration with technology: from the release of the (Hermès) Apple Watch, to Natalie Massenet’s departure from Net-a-Porter as it merged with Yoox, not to mention the ongoing and evolving discussions around fashion weeks becoming consumer-facing events.

There’s also been a broadening discussion on the role smart fabrics play in the wearables space, virtual reality is increasingly on our radar for its relevance to retail, and we’re obsessed with how the industry is slowly adapting to a new aesthetic thanks to apps like Snapchat.

Here then, are 10 of the posts you loved the most on Fashion & Mash this year. It’s a collection nodding to many of the aforementioned subjects we continue to track, as well as the likes of personalisation, data, instant messaging, emojis and more. A veritable feast of trends we’re watching across the digital landscape as we head into the New Year…

Thank you for reading and see you in 2016. Wishing you a very happy holidays from everyone here at the (growing!) Fashion & Mash team.

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Editor's pick social media

Calzedonia opts for #TweetCam and Periscope to push swimwear show

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Swimwear brand Calzedonia is following in Burberry’s footsteps and introducing the #TweetCam to its summer 2015 catwalk show.

The Italian company has partnered with Twitter to allow fans to gain access to the show via their own personalised shots of it. A series of cameras along the catwalk will capture unique images in real-time to users who tweet using the hashtag and @tweetcalzedonia, sending them back to them with their Twitter handles and a time stamp overlaid.

Calzedonia will also make use of Twitter’s new live-streaming app, Periscope, to capture the scene backstage.

The shows take place twice a day on April 14 and 15, and will also see the launch of the new #CLZ capsule bikini collection, which is aimed at a “young and digital-addicted target”.

A campaign accompanies the line, shot by Mariano Vivanco in London and featuring Instagram and Twitter star Sara Sampaio.

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Burberry won in the Twitter stakes this #LFW

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Burberry beat out Topshop on Twitter this London Fashion Week season thanks to the introduction of its #Tweetcam initiative.

The British heritage brand more than doubled the 8,000 tweets attached to its September show, hitting a huge 19,000 mentions between February 20 and 24, according to social analytics company SocialBro.

Its #Tweetcam campaign, which provided fans with a personalised, automated image live from the show in response to tweeting to the brand with the hashtag, generated 7,220 tweets alone.

Topshop meanwhile received 6,100 tweets during the same time period tied to both its show and its #livetrends campaign run in conjunction with Twitter.

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Editor's pick social media

Burberry #Tweetcam to provide personalised access to #LFW show

Burberry

Twitter users will be able to gain unique and personalised access to the Burberry show at London Fashion Week today through a new initiative called #Tweetcam.

Cameras around the show venue have been embedded with responsive technology that will enable real-time images to be sent straight to Twitter. Fans who tweet to the brand with #Tweetcam, will get a photograph returned to them from the “best vantage point” at that moment, with their Twitter handle and a time stamp placed on top.

It’s a pretty simple move for Burberry, but one in keeping with the brand’s ongoing bid to provide consumers with as much access to the action as possible. It has used Twitter for numerous such initiatives in the past, including the #Tweetwalk in 2011, personalised GIFs in 2012, and even a gifting service for holiday in 2014. Last season it also sold product via the Twitter ‘Buy Now’ button for the first time.

In a bid to reach further global consumers, Burberry has also partnered with messaging app Line to live stream its show to Japanese users.