There’s been a couple of great examples of virtual technologies applied to the fashion industry this past week.
The first is from Empreinte, a French underwear brand that showcased a 3D holographic mannequin in its Paris store from May 23 – 26.
The masked and lingerie-clad model, who only appeared after 9pm when it was dark outside, grabbed attention by moving around in the window of the boutique for passersby to see, before disappearing in a shower of stars.
Take a look at the video below:
The second example is actually just an idea, but I loved the pic that went with it, not to mention the very simple concept of being able to see what items people are wearing by using augmented reality.
How many times do we like the look of someone else’s outfit in the subway and never know where it’s come from? And how long until we can, giving new meaning to the term ‘street shopping’…
Harrods did it, so did Tatler, now Topshop is connecting with consumers via digital (as well as in-store) to celebrate the Queen’s Diamond Jubilee this weekend.
The high street retailer has partnered with design duo Meadham Kirchhoff to host a “Fashion Spectacular” at its flagship Oxford Circus store on June 1. The party will feature a “special performance” at 5pm GMT that will be live-streamed on Topshop.com for all those outside London wishing to see.
Fans are also in with the chance of winning a Meadham Kirchhoff Jubilee glitter tee and a £500 shopping spree by tweeting a picture of themselves to @Topshop using the #TopshopQueen hashtag.
Other treats in-store include Meadham Kirchhoff for Topshop Jubilee face art; designer sweets handed out by Meadham Kirchhoff usherettes including multi-coloured candy floss and pink glitter popcorn; and Meadham Kirchhoff-designed glittery Jubilee paper crowns for every £60 spent.
Giorgio Armani is launching a series of live discussions surrounding the fashion industry entirely over Twitter.
Through #ArmaniTweetTalks, the Q&A sessions will feature notable guests chosen for their expertise as well as their number of followers on the platform. Each discussion will focus on a specific topic, with questions submitted in by Twitter users around the globe.
The first will take place on June 1 as part of the Armani One Night Only in Beijing event. Moderated by editor and author Peter Howarth, it will focus on China, and discuss “how this country is rapidly shaping up to be the most influential fashion market of the twenty-first century”.
Panellists include Angelica Cheung, editor-in-chief of Vogue China; Hung Huang, publisher, blogger and TV commentator; Godfrey Deeny, fashion critic; Federico Marchetti, founder and CEO of YOOX Group; Susanna Lau of stylebubble.co.uk; and Tommy Ton of jakandjil.com.
The entire series will also be accessible via Armani.com/tweettalks, where profiles of each of the participants also exist.
Consumers can also follow the action, tweet by tweet, via Armani’s Tweetwall.
Burberry is inviting consumers to purchase directly from its autumn/winter 2012 campaign and ahead of store delivery, through a series of short films and imagery.
In a continuation of the brand’s Runway to Reality concept, which allows consumers to pre-order items straight from the catwalk, fans will be able to buy straight from the campaign gallery on Burberry.com for the first time.
The campaign – starring up-and-coming British actress Gabriella Wilde, alongside musician Roo Panes – will break on June 1, with new creative rolled out on a monthly basis thereafter. Referred to as the brand’s “most cinematic shoot to date”, it was captured by Mario Testino at the Royal Naval College in London at night.
“We wanted to play with everything that’s at the heart of the Burberry world – celebrating our brand and London through imagery, film, music, weather and our iconic outerwear, all in a very poetic and British way,” said chief creative officer, Christopher Bailey.
Panes has written and recorded a track called “Indigo Home” exclusively for Burberry, due to be released on iTunes also on June 1. The campaign will also be pushed across international platforms including Facebook, YouTube, Twitter, Google+, Instagram, Pinterest, Sina Weibo, Douban, Kaixin001 and Youku.
Christian Louboutin has launched its first app, comprised of everything from seasonal collections to sketches from the designer and news about the brand.
“Red Sole Fans Rejoice – the definitive guide for Louboutin lovers worldwide has arrived,” reads the write-up. Available for the iPhone and iPod Touch, it is designed to provide fans with access to everything they would want to know about the world of Louboutin.
Included is an area showcasing the latest collections, which allows users to discover each shoe and bag in detail and share it with friends; and an in-app wish list, which acts as a “digital corkboard” enabling fans to collect their favourite products.
There’s also a section called 20 Ans, which houses the full set of sketches from Louboutin’s 20th Anniversary Capsule Collection, alongside images of the finished shoes.
Under “Videos” meanwhile, friends of the brand are interviewed and seen mixing and matching their favourite products together. Two final areas include one for news and events from the brand, and another for store locations worldwide.
It is available from the app store now.
There’s an incredible Infographic on Mashable today looking at up-and-coming wearable technology from head-to-toe. Check it out below:
Today’s big buzz is on Prada’s new Roman Polanski-directed film, revealed at the Cannes Film Festival last night.
“A Therapy”, is a witty three-minute short starring Helena Bonham Carter and Ben Kingsley. It focuses on a troubled heiress visiting her psychoanalyst, sharing thoughts on a dream she just had, and the loneliness she endures in her life.
Rather than listening intently to his patient, however, the tale sees Kinglsey constantly distracted by the purple fur coat Bonham Carter discarded at his door. The film closes with a shot of him wearing the piece, overlaid with the caption: “Prada suits everyone”.
“When I was asked to shoot a short movie for Prada, I did not think that I could really be myself, but the reality is that in the total freedom I was given, I had the opportunity to reunite my favorite group of people on set and just have fun,” said Polanski in a statement.
“The chance to dwell on what the fashion world represents nowadays and the fact that it is accompanied by so many stereotypes is fascinating and at the same time a bit upsetting, but you definitely cannot ignore it. It’s very refreshing to know that there are still places open to irony and wit and, for sure, Prada is one of them,” he added.
Watch the full film below: