Tag Archives: Aurasma

British Fashion Council announces series of digital initiatives for #LondonCollections: Men

5 Jan LondonCollections_Men_AW13

LondonCollections_Men_AW13

The autumn/winter 2013/14 catwalk season kickstarts on Monday with London Collections: Men, the second season of a dedicated menswear event in the British capital. We’ve already heard about Topman’s planned interactive 360° live-stream experience, now, and as expected, comes news of a flurry of digital activity from the British Fashion Council once again

The aim, it says, is to “unite fashion and digital innovation, encouraging engagement with the menswear showcase through social media, live streaming and digital presentations”.

One particularly participatory initiative is its crowdsourcing of street style content again using the #ManAboutTown hashtag. Fans on Twitter and Pinterest can contribute to an ongoing online archive of menswear looks housed on a dedicated pinboard as well as in a Facebook album. The result is designed to present the best of British Men’s Style.

Also on the BFC Pinterest page will be diary-like contributions from menswear designer Lou Dalton and journalist Charlie Porter. Dalton is showcasing inspirations and preparations ahead of her show already, followed by backstage shots and catwalk looks as they hit the runway on Monday. Porter meanwhile, will be creating an online moodboard of his favourite collection looks, street style shots and inspiring moments.

For those in attendance at The Hospital Club in London, the home of LC:M, there are also digital windows to experience. Referred to as a life-sized catwalk installation, they will feature daily video highlights from all the shows when users scan the display with their mobile phones thanks to another partnership with augmented reality app, Aurasma.

In addition to all that, the BFC will also be showcasing behind-the-scenes images over Instagram, live-streaming all the shows from The Hospital Club via www.londoncollections.co.uk/live. and screening a variety of digital presentations and fashion films. Finally, it will also be continuing its Twitter conversations throughout the event – live Q&As will be held on the @BFC account with Tinie Tempah, Toby Wiseman, editor of Men’s Health, and model Oliver Cheshire, using the #AskLCM hashtag.

2012: a designer meets digital year in review

20 Dec google-dvf-fr

google-dvf-fr

Well what a year it’s been…

From designer musical chairs to the launch of the Nike FuelBand, not to mention Facebook’s overhyped IPO, the increasing use of animated GIFs in online communications, and Burberry as our ever-present tech powerhouse, one thing after another has rapidly impacted the role of innovation in this niche fashion x digital space.

Below, then, are the 10 posts you loved the most on fashion & mash this year. It’s an interesting collection, seemingly tied together by tangible experiences over purely inspirational concepts. We’re talking physical pop-up platforms, real-time shoppable integrations, heavily interactive images and of course, wearable technology hitting the catwalk.

Thank you for reading and look out for a very exciting update from us early on in 2013!

Farfetch celebrates Christmas with designer augmented reality wrapping paper

22 Nov

Farfetch.com’s augmented reality gift wrap by (left to right) Meadham Kirchhoff, Melinda Gibson, Margot Bowman and Gary Card

Online marketplace Farfetch.com is launching augmented reality gift wrap for the holiday season using image recognition technology from Aurasma.

Based on exclusive illustrations from four emerging creatives, the wrapping paper can be scanned using the Aurasma app on smartphone or tablet devices to reveal behind-the-scenes videos of the respective design process.

These fly-on-the-wall films document the gift wrap from sketchpad to sign-off, alongside interviews with each of the four creatives: design duo Meadham Kirchhoff (film shown below), photographer Melinda Gibson, artist and DJ Margot Bowman, and set designer and illustrator Gary Card.

The designs will be printed on 40,000 reams of wrapping paper and dispatched with all Farfetch orders from now until December 19.

CEO and founder of Farfetch.com, Jose Neves, said: “We are delighted to be collaborating with four dynamic names from the worlds of art and design, bringing these one-off creations to our online platform and sharing with a worldwide, fashion-forward audience. The campaign as a whole will offer users and customers exclusive access to the entire ‘Unwrap’ journey, creating what we hope will be an unrivalled online shopping experience.”

That ‘Unwrap’ concept will also see each design featured as wallpaper on the site (as with Meadham Kirchoff below) for a week, and a social Pass the Parcel game. Here, consumers are invited to click to win daily designer gifts and then share the parcel with their friends to gain more entries into the grand prize draw. The game also includes a world map that features a live feed of players around the globe.

In another phyiscal translation of the campaign, the Meadham Kirchoff print is also wrapping two London taxis (also shown below) from November 26 for a week. Passengers jumping in for a ride will receive festive cakes from food blogger April Carter of Rhubarb & Rose, and another chance to win designer gifts from Farfetch.com.

London menswear shows to benefit from multiple digital initiatives

13 Jun


London’s first dedicated menswear fashion week is focusing on engaging with consumers via digital, thanks to multiple innovations backed by the British Fashion Council.

London Collections: Men, which kickstarts Friday and runs through Sunday, will incorporate everything from live-streaming to pinning, as well as a film programme and augmented reality-enabled windows.

Here are some of the highlights:

Pinterest
Leading industry figures such as Jeremy Langmead, editor-in-chief of e-commerce site, Mr Porter, will share their moments from the week’s events by pinning onto the British Fashion Council’s newly launched Pinterest page. The public is also invited to participate by using the hashtag #ManAboutTown. The request is for menswear street style photos, whether taken at the event or anywhere else around the world. The resulting images will be collated on a dedicated pinboard and in a Facebook album in a bid to “provide a crowd-sourced visual collection of the best of British men’s style”.

Twitter
On Twitter, @BFC is not only pushing conversation around the #londoncollections hashtag, but hosting a series of Q&A sessions with members of its Fashion 2012 Menswear Committee, including Alex Bilmes, editor of UK Esquire magazine, and designer Richard James. The live interviews can be followed via #AskLCM.

Interactive image gallery
In celebration of The Prince of Wales officially launching the event at St James’s Palace tomorrow, the BFC has published an online image gallery dedicated to his style. Within it, users can explore outfits ranging from highland tartans to Savile Row suits, discovering the origin of each and learning more about the brand that made it. His preferred London labels are also plotted on a map alongside a picture of the related garments.

Aurasma
Following in the footsteps of Net-a-Porter’s Fashion’s Night Out and Karl initiatives, Mr Porter has teamed up with augmented reality technology company Aurasma, to bring the windows of The Hospital Club (the main hub for the event) to life. By scanning the life-sized catwalk illustrations with the Mr Porter Style Help app, users will be able to see the latest show footage.

Film and live-streaming
There is also a screening room within The Hospital Club that will run the BFC’s Fashion/On Film programme, sponsored by high street retailer River Island. Included will be an evening hosted by Test Presents with DJ and fashion luminary Jeffrey Hinton, who will show excerpts from his 80s film archive; as well as panel member Kathryn Ferguson discussing fashion film with female menswear designers, Carri Munden (Cassette Playa), Katie Eary and Martine Rose. Every show held at The Hospital Club as well as those at the Topman Venue will also be live streamed, both online and on mobile.

Asos partners with Aurasma on scan to shop app

4 May

Asos is making its print magazine shoppable straight from the page, thanks to a new partnership with augmented reality technology company Aurasma.

The online retailer has introduced a “Scan to Shop” app that will enable the mag’s 450,000 readers to bring any one of 50 pages to video life via their smartphones, and then click to buy immediately from the Asos mobile site.

Asos has also incorporated a digital treasure hunt in the magazine, with hidden symbols leading to exclusive offers when unlocked.

Duncan Edwards of Asos Magazine, said: “We know our readers love fashion and their mobiles and this app unites the two. Our readers look forward to receiving the magazine in the post, but they also want the convenience and immediacy of shopping via their phones. Our new “Scan to Shop” app uses Aurasma to bring the two experiences – reading the magazine and shopping online – together seamlessly.”

To use the feature, readers must just download the Scan to Shop app from the App Store or Google Play.

The initiative sees Asos added to a rapidly growing list of fashion brands using Aurasma’s innovative image-recognition technology, included among them Net-a-Porter, Dunhill, Debenhams and most recently eBay.

Clarks partners with Aurasma for augmented reality SS12 ads

9 Feb

British footwear retailer Clarks is experimenting with augmented reality for the first time in a bid to close the gap for consumers between its print ads and e-commerce.

Following in the footsteps of Dunhill, Net-a-Porter and the British Fashion Council before it, the brand has partnered with image-recognition technology company Aurasma to make its spring/summer 2012 campaign come alive.

Using the Aurasma app (available for free from iTunes and for the Android), consumers will be able to point their cameras any any Clarks advert to see one of four different videos that accompany it. They will also be able to click through to the Clarks website to continue browsing.

Roy Gardner, head of category at Clarks, said: ‘We’re proud to be the first footwear brand to offer this experience to our consumers in the UK. Aurasma technology enables us to provide fantastic insight into the Clarks brand at a time when we are embracing new and innovative ways of inspiring and
engaging our consumers.’

UPDATE: M&S has also teamed up with Aurasma for a special Valentine’s Day campaign – read more here.

Here’s why fashion brands need to commit to digital through every level of the business

22 Sep

As London Fashion Week comes to a close, and fashionandmash marks its first full season, I can’t help but think about the phenomenal pace of change surrounding the way in which the industry has embraced all things digital throughout 2011 so far.

This blog started because of my personal obsession with the crossroads of fashion and technology and a desire to both track and push the increasing convergence of the two.

Within just seven months (from the eve of LFW past), I’ve gone from posting about the same old list of familiar ‘savvy’ brands – Burberry, Ralph Lauren, Louis Vuitton – to almost being overwhelmed with how many potential stories I could run from across every level of the industry.

In the past week alone, French Connection has teamed with Google Goggles, Gucci is launching an interactive and immersive in-store experience in time for Milan Fashion Week, and Net-a-Porter is continuing its use of Aurasma technology for its new autumn/winter campaign.

As I wrote for Mashable, LFW upped its game more than ever this season too.

From high street retail to the upper echelons of luxury design, innovative digital initiatives are popping up all over the place.

Don’t get me wrong, as I mentioned when I set out with this, there’s still a long way to go. But the sense of experimentation being adopted by fashion now more than ever is what’s pleasing to see.

So what comes next? How do brands – and particularly those in the luxury sector – continue with this tech-enabled, access-all-areas love affair in order to seem modern, and yet not erode that sense of exclusivity so important to the very essence of their beings? Or in other words, how do they respond to that same question that put them off embarking on this journey in the first place.

The answer is simple: quality.

As renowned art director Fabien Baron was recently quoted in a (brilliant) AdWeek feature, as saying: “A lot of brands say, ‘We need a film [to put online]—something quick, [like] a behind-the-scenes.’ And they do it over-the-shoulder, poorly produced, and the quality of the job is not as high as the print ad. So what starts to happen is that they have a message that is diluted, even from the brands themselves.”

In his opinion, the solution is to make brands live the same luxe life digitally that they do in print or on billboards.

In reality therefore, the answer to the aforementioned question, is actually commitment.

Brands now need to realise that digital is not just a sideline experiment that can be satisfied with the odd tweet or behind-the-scenes posting when a push around something more innovative is not at play. Instead, today it’s a layer that both sits with and surrounds every other marketing activity of the brand and accordingly it needs a dedication to it from the highest level of the business.

Speaking at ad:tech London yesterday, Marc de Swaan Arons, chairman of Effective Brands said (about social media particularly) everyone in the team will be a brand ambassador in the future. “Assume you have to get everyone on board, and build a roadmap to get there,” he said.

In essence, only when everyone is on the same page can a brand truly achieve the quality needed to portray itself as well in the online space as it does in the offline one.

Digital snippets: Norma Kamali, Net-a-Porter, StylistPick, Swarovski, M&S

18 Sep

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

  • Norma Kamali SS12

    Norma Kamali hosts 3D video fashion show, launches website [Forbes]

  • Net-a-Porter’s autumn ads tie-in Aurasma augmented reality [WWD]
  • Celebs meet tech – Cheryl Cole collaborates with Stylistpick [TechCrunch]
  • Tommy Hilfiger finds Facebook generates most views of interactive videos [NewMediaAge]
  • Swarovski to run SCVNGR hunt in London [Mashable]

Dunhill Voice campaign comes to life with Aurasma partnership

31 Aug

Alfred Dunhill has launched an augmented reality experience around its autumn/winter 2011/12 “Voice” campaign, starring expedition leader Sir Ranulph Fiennes.

Using Aurasma’s advanced image recognition technology, the initiative allows consumers to hold up their smartphone or tablet (using the Aurasma lite app) to bring Sir Ranulph to life.

Other stars telling their story include ballet dancer Rupert Pennefather and theatre director Michael Grandage.

From each video, users can also link to Dunhill retail to shop the collection.

Check out a demo of the AR experience in action, below:

Follow

Get every new post delivered to your Inbox.

Join 435 other followers

%d bloggers like this: