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Lane Bryant-Prabal Gurung collab to see social media blitz led by webisodes

prabal gurung
Prabal Gurung, resort 2017

There was a time when a retailer launched a limited edition collection with a big name designer, advertised it then watched it (hopefully) sell out.

But this is a new age and social media is where it’s at, so the process of letting people know about your hot new collaboration is much more complicated. Nonetheless, the first step is putting the news out there, which is where stories and blog posts like this come in.

Plus size specialist Lane Bryant revealed yesterday that it’s linking up with Prabal Gurung next March for a limited edition Prabal Gurung Exclusively for Lane Bryant label.

It’ll be Lane Bryamt’s fifth collaboration after its deals with Christian Siriano, Lela Rose, Sophie Theallet and Isabel Toledo. So far, so straightforward.

But this time it’s different because, for the first time, the company will document the process from the design studio until the time it merchandises in-store through a series of ‘taped’ webisodes that will be available on all Lane Bryant social media.

It’s a big move for the retailer, which has previously Tweeted, Instagrammed, and Facebooked its designer link-ups like crazy, but hasn’t shown the ‘insider view’ in quite such depth.

It’s a sign of the times of course. Designer collabs are hardly the rarity they once were and buzz, these days, is created not just by the fact of their existence but by an ‘insider’ insight into the creative and practical process of turning designer inspiration into affordable fashion.

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

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Longchamp launches fashion-themed web series

Longchamp unveiled the first in a seven-part drama series called Heels, based on life at a fictional fashion magazine, today.

Three-minute webisodes follow the crazy life of young fashion editor at Shine magazine, Alice Valois, and her relationship with “number one enemy”, and new editor-in-chief, Trisha Barton.

Created by Nicolas Pier Morin and produced by The Makers Entertainment, the story, narrated from Valois’ perspective, never reveals the actors’ faces, rather focusing on items from the French luxury brand’s spring/summer 2012 line.

Marie-Sabine Leclercq, international communications director for Longchamp, said: “This collaboration is the ideal way for the brand to communicate its collection throughout the fashion world.”

The show is being streamed exclusively in France, Germany and the UK on aufeminin.com over the next five weeks, where fans can also shop each look seen. It will launch in Korea, Japan, China and the US in 2012.