Archive | January, 2012

THAT David Beckham for H&M Super Bowl ad

31 Jan

Below is a preview of H&M’s David Beckham Bodywear ad, due to air during the second quarter of Super Bowl XLVI on Sunday.

The retailer is also set to unveil a hand-painted version of Beckham in his underwear on a billboard on Eighth Avenue and 34th Street in New York, this week. The process will be documented as a time-lapse video on YouTube.

 

French Vogue to relaunch website, launch social reader app with Facebook

26 Jan

French Vogue is set to unveil a new website (as pictured) on February 6, which will blend its digital and print editions under the charge of Emmanuelle Alt.

Vogue.fr will cover everything from private meetings with fashion creators to backstage access to shoots with fashion photographers including Mario Sorrenti, Peter Lindbergh, Mario Testino and Inez & Vinoodh, and key insights into the current fashion and editing choices of its team.

“The age of internet has given way to a digital world in which media brands can at last express and use their skills, and that has made the creation of new emotions possible, the aim of the new Vogue.fr,” explains Sarah Herz, director of digital affairs at Condé Nast.

The design of the new site is based on large-format pictures and full-screen slideshows. The navigation of it is inspired by the iPad. It also integrates with social networks – allowing fashion shows and events to be followed live, as well as the magazine’s posts on Twitter and Tumblr.

“With this new website, we wanted to go a step further and create a new and original brand experience. We have overthrown the normal codes of web design. Our aim is to make it the digital reference in the field of fashion and trends,” says Delphine Royant, editor of French Vogue.

In further news, the magazine will also launch an application in partnership with Facebook called the “Vogue Paris Social Reader”. It will enable users to see the content read by their friends, consult the whole article within the Facebook ecosystem and share with others:

Net-a-Porter launches Karl line with pop-up window shops worldwide

25 Jan

Net-a-Porter returned to its virtual window shop concept to launch the new Karl by Karl Lagerfeld collection in several cities around the world today.

First previewed at Fashion’s Night Out in September 2011, the augmented-reality storefronts allowed customers to shop the collection by scanning products with their iPads or iPhones. In doing so, they were also in with the chance of winning various prizes from the luxury retailer.

The pop-up windows were on show in London, New York, Berlin and Sydney, as well as in Paris where Lagerfeld himself was in attendance. He told reporters: “We are making fashion and technology history.”

The 70-piece collection launched exclusively online at 10.30am EST worldwide; following which numerous pieces quickly sold out.

The site also hosts a huge variety of Karl-themed content, not to mention what can only be referred to as a Google Doodle-inspired logo, featuring Lagerfeld’s silhouette in place of the “a” in Net-a-Porter…

Making-of the Chanel Couture press kit

24 Jan

As always, there’s a multitude of great content on the Chanel News site at present. A highlight today lies in the behind-the-scenes pics from the couture collection press shoot…

Click here to see the beautiful blue collection on the airplane-themed catwalk in Paris today otherwise.

 

WGSN sponsors Mercedes-Benz Fashion Week

24 Jan

Online fashion forecaster WGSN is set to sponsor Mercedes-Benz Fashion Week in New York.

The service, which has provided creative and business intelligence for the apparel, style, design and retail industries since 1998, will also host a trendzone in the grand lobby of the event space.

WGSN’s CEO, Julie Harris, said: “Mercedes-Benz Fashion Week in New York is the highlight of the seasonal show calendar and a must-attend event. We are delighted to be embarking on this exclusive relationship giving WGSN’s 38,000 global subscriber base privileged and exclusive access to all the runway shows in New York through WGSN.com as well as live expert analysis on site in the WGSN TrendZone.”

Visitors will be privy to catwalk trend briefings as they happen, access to the WGSN.com site on one of the free work stations, and be able to explore the recently launched Vogue Archive, featuring every page of every issue of American Vogue from 1892 until today.

Prada Facebook app adds to mystery of 24-hours museum

24 Jan

There’s an interesting post over at FashionablyMarketing.Me, looking at Prada’s mystery pop-up museum in Paris, which launches tonight.

The 24-hour installation at the Palais d’Iéna, is a partnership between the brand, Milanese artist Francesco Vezzoli and Rem Koolhaas’ design group, AMO. No one, not even Prada’s agency Modecracy, knows what it’s actually about.

According to the write-up, the space will be divided into three sections – historic, contemporary and forgotten. Vezzoli is said to be creating a “non-existent museum” where he shows “his personal tribute to the eternal allure of femininity through interpretations of classical sculptures that make reference to contemporary divas”.

Any the wiser?

Building hype around the mysterious launch, is a Facebook app that invites users to upload and frame their own photo. The finished images are hosted in the museum’s digital gallery, and shareable via Twitter, Facebook and Tumblr.

“Prada is seeking to create buzz around the pop-up museum event without revealing it. To do so, we have studied Francesco Vezzoli’s career and tried to link to it and to make it accessible to the worldwide web. In the last 48 hours, we have seen the number of people using the Facebook application exploding,” says Giuliano Federico of Moderacy.

The Cut and Vice win best fashion apps; Vogue launches Daily News app

23 Jan

The Cut on the Runway and Vice – Dos and Don’ts have been named the best fashion apps currently available by The Sunday Times.

The newspaper’s Apps List 2012, the first section of which was published on January 22, features 250 of the best apps (the second 250 will follow on January 29), according to a team of experienced reviewers aided by several experts in specialist fields.

New York Magazine’s The Cut and Vice lead in the fashion space, alongside other entries across culture, entertainment, sport, food, travel, health and science.

Meanwhile, British Vogue has today announced the launch of its Daily News app, in association with Vertu. Available on the iPhone and Blackberry and soon on Android and Windows 7, it offers news updates throughout the day, backstage access, insider interviews, and party pictures.

“The Daily News on Vogue.com has become one of the strongest elements of the site over the last 15 years, bringing the latest updates and the most inspirational, stylish stories into the limelight throughout the day every day,” says Vogue.com editor, Dolly Jones.

“Whether you’re interested in the latest on the YSL vs. Louboutin court battle; the best new fashion labels; strongest trends; or just want to know which supermodel is wearing what and where every day, we offer the latest and most trusted fashion news resource. The fact that our readers can now read it on their phones will be a fantastic advantage.”

Video: Jason Wu’s Target collection comes to life

23 Jan

Here’s the ad for Jason Wu’s forthcoming Target line. It features Milu, a cartoon cat, who also acts as the motif of the collection.

 

[The Cut]

Digital snippets: Oscar PR Girl, Daphne Guinness for Printemps, Narciso Rodriguez, FashionStake

22 Jan

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

  • Oscar PR Girl joins Pinterest (as pictured) [Pinterest]
  • Here’s why Pinterest works better than Google+ [ReadWriteWeb]
  • Daphne Guinness to play virtual mannequin at Printemps using cutting-edge three-dimensional scanning technology [WWD]
  • Narciso Rodriguez to create exclusive line for online retail store Rent the Runway [PSFK]
  • Why brands including Tiffany & Co, Puma and Burberry are using Instagram [AdAge]
  • New e-commerce business models, including personal subscription, social merchandising, mass customisation and collaborative consumption [BoF]
  • Fab.com acquires FashionStake after seven months of rapid growth [All Things D]
  • Women’s Wear Daily launches on iPad [Mashable]

Mugler livestreams A/W 12/13 men’s show for four days

19 Jan

In case you missed it, Mugler live streamed for four straight days on its Facebook page for its Paris menswear show this week.

The 24/7 hour content – led by creative director, Nicola Formichetti – included everything from make-up tests and model rehearsals, to the show itself and post-event interviews.

“Showing everyone the craziness just makes sense,” Formichetti told WWD ahead of the launch. “They want to be a part and see the madness, and honestly I wouldn’t mind having a million little stylists giving me their input. It feels totally next level for us.”

Here’s the just-released runway video, featuring a soundtrack by Azealia Banks:

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