Tag Archives: autumn/winter 2013/14

Why narrative needs to beat product showcasing in fashion films

12 Aug

 

Prada recently released its new Real Fantasies film for autumn/winter 2013/14. The short spot is an abstract meander through both the men’s and womenswear collections – a showcase of a “distorted normality”, as the brand refers to it, which sees a series of domestic moments randomly assembled together.

The majority of coverage off the back of it has highlighted exactly that. But certain titles have knocked the spot’s “disconnect with the product”. Despite the fact the models are fully decked out in items throughout, one particular article suggests the user is “conflicted with understanding the story instead of noticing the collection”.

It then refers to the idea of the film being distracting through being too heavily focused on narrative. Wow.

Actually, the one thing fashion DOES do, and as I’ve written about substantially before, is push out ads based on selling product rather than campaigns built around selling ideas. The seasonal focus of such work means more often than not they’re tied heavily to the aesthetic of the collection, rather than the core concept of the brand. To fit with the pace of consumption in today’s digital world, it’s this that needs to change.

In other sectors the opposite is the aim. Nike strives to convince us we’re all athletes; its campaigns accordingly about personal performance over buying product for instance. Meanwhile Dove shares the idea of real women and their beauty rather than the fact it sells soap. Beer, electronics, automotive… they all do their own version of the same.

Storytelling, though not a new phrase for advertisers by any means, is THE key buzzword in marketing today. With the volume of content out there, it’s about connecting with consumers in a way that goes beyond pushing individual items in order to even get their attention – we’re all savvy enough to know we’re being sold to, so offer us something extra to make us love you. Fashion has a phenomenal ability to achieve that with the tied in emotion, or aspirational appeal we all feel for such brands, yet it’s not really explored it so far.

Of them all, Prada should be given credit for attempting to do this. In fact I’d argue the Real Fantasties spot in question, being as abstract as it is, doesn’t push as much of a narrative as it could (though this is undoubtedly the point). Its main autumn/winter 2013/14 womenswear campaign does a far better job in comparison, focusing on nine hopeful young actresses auditioning in front of a ruthless casting director.

In the past it’s done even more so – its three-minute short, A Therapy, starring Helena Bonham Carter and Ben Kingsley, directed by Roman Polanski in 2012, is a particularly strong example. In that instance, it’s the story that is the focus – it draws the viewer in, engages them as true entertainment should, yet through a subtle twist places the jacket as the thing everyone walks away remembering.

A lot more fashion films could do the same.

Digital snippets: American Eagle, Rebecca Minkoff, Bonobos, L’Oréal, adidas

5 Aug Minkoff1

Here’s a highlight of other stories from around the web surrounding all things fashion and digital recently:

RebeccaMinkoff_fall2013

  • American Eagle unveils denim runway across America with “Rock Your Walk” seamless video project [WSJ]
  • Rebecca Minkoff goes digital with fall campaign (as pictured) [WWD]
  • Andy Dunn of Bonobos on building the Armani of the e-commerce era [BoF]
  • Reverse showrooming: Pinterest is driving people into stores [Business Insider]
  • L’Oréal, Walgreen’s look to measure effectiveness of mobile coupons [AdAge]
  • New adidas campaign stars Leo Messi in LED suit [BrandChannel]
  • Hanes is asking women to overshare on social media by telling the world the colour of their undies [AdWeek]
  • How do 15 top US fashion retailers handle email sign ups? [Econsultancy]
  • With $5m  in funding, Olapic targets fashion retail market [Mashable]

Oscar de la Renta campaign launches exclusively over Instagram

25 Jul oscar_banner

oscardelarenta_instagram5

According to L2 Think Tank, Instagram registers the highest level of consumer engagement and interaction across all social media platforms. Needless to say, brands are capitalising on that – and none more so than Oscar de la Renta this week, who released its autumn/winter 2013/14 campaign exclusively via its OscarPRGirl account

Those images – as featured below – are also accompanied by an e-commerce tie-in on Oscardelarenta.com, where the full corresponding collection is available for pre-order, ranging from $110 costume jewellery to gowns at nearly $14,000.

According to Oscar CEO, Alex Bolen, the initiative has the promise of being “extremely measurable”, reports WWD. The brand will be able to see how successful it is by tracking the amount of clicks to its website, not to mention preorder sales in real-time.

“Forgetting that it’s via a fairly new distribution mode, this is about creative working harder for us,” Bolen said. “That’s forever been a challenge for people in our business. We’re always reviewing our print buys. We’re constantly trying to figure out ways to better measure the return that we’re getting on our investment… We will book more resources [to digital programs] if it works well, and less behind those that work less well.”

The campaign was shot by Norman Jean Roy and styled by Alex White, with make-up and hair by Gucci Westman and Orlando Pita. The models are Kate Bogucharskaia, Patricija Motiejunaite and Iris Van Berne.

oscardelarenta_instagram2 oscardelarenta_instagram3 oscardelarenta_instagram4 oscardelarenta_instagram6 oscardelarenta_instagram7 oscardelarenta_instagram1

New Prada campaign film

12 Jul Prada_banner

prada_fall2013
The autumn/winter 2013/14 campaign films are starting to flow in thick and fast. Among them, and one of my favourites so far, is Prada.

Shot by Steven Meisel and directed by DJA, it’s a dark, Film Noir-inspired spot that sees nine hopeful young actresses auditioning in front of a ruthless casting director. Played by Sophia Ahrens, Freja Beha Erichsen, Caroline De Maigret, Malaika Firth, Kristine Froseth, Catherine McNeil, Amanda Murphy, Cameron Russell and Fei Fei Sun, they each takes turns to read parts of the script with just a chair, a spotlight and their own shadows for company.

“One by one they are selected and cast aside like slides in an ever revolving carousel,” reads the write-up.

The soundtrack is “Shallow then Halo” by Cocteau Twins. The print campaign also stars supermodel Christy Turlington, as above.

Dolce & Gabbana: #MFW’s social media winner

27 Feb DolceGabbana_AW13_1

DolceGabbana_AW13_6

I started this post with every intention of writing only about the beautiful videos Dolce & Gabbana has been posting on Vine surrounding its Milan Fashion Week show this week. Three in particular stand out – each of them zooming in on the intricate detail of the brand’s autumn/winter 2013/14 collection; the Byzantine and Venetian mosaic dresses, the elaborate jewellery and the beautifully beaded accessories.

Alas, those six-second loops are only viewable within the app itself and not on the brand’s Twitter or Facebook pages where they could also have been posted. On those instead however, is such a wealth of rich and relevant content on the collection otherwise, that it still seemed worth highlighting.

The craftsmanship and the inspiration behind the line – that would be the golden mosaics of Sicily’s Cathedral of Monreale – are the focus.

“It’s all in the details: the shoes of the Mosaics Collection are as intricate as the clothes,” reads a photo album dedicated to footwear images on Facebook. It was posted less than 12 hours ago and already has 30,000 likes and over 5,000 shares. The shot below by itself, meanwhile, has 7,000 likes, nearly 2,500 shares and over 500 comments.

DOlceGabbana_AW13_3

There are also albums dedicated specifically to the collection as a whole, the handbags individually, and the action backstage at the show. Each were originally posted on Swide.com, the Italian brand’s editorial property, which also hosts pages all about the sunglasses, the jewellery and the textures, not to mention the architecture and the mosaics of the cathedral itself.

For record – albeit a little repetitive by this point – there are also multiple posts on the brand’s Pinterest, Instagram and Tumblr pages.

A pre-show video meanwhile documents in a beautiful 30-seconds the artisans at work on their “slow and precise” mosaic-making. “The Mosaics Collection is perhaps one of the most intricate yet by Dolce & Gabbana which makes the video and crafts displayed all the more special,” reads the write-up.

And that’s the point here – the craftsmanship, talent and beauty of fashion is what so often makes it speak for itself if you just push the content out in the right direction. You don’t even have to like this collection to see why it works so wonderfully on social media.

 

DolceGabbana_AW13_5 DolceGabbana_AW13DolceGabbana_AW13_7 DolceGabbana_AW13_4 DolceGabbana_AW13_8 DolceGabbana_AW13_10 DolceGabbana_AW13_9

Burberry personalising new collection with embedded digital content

18 Feb Burberry_Smart_Personalization

This article first appeared on Mashable

Burberry_Smart_Personalization

Personalisation just got a whole lot smarter thanks to a new initiative from Burberry, which is launching as part of its London Fashion Week show on Monday.

The British heritage brand is embedding digital chips that will unlock bespoke content in its new season’s coats and bags in a bid to entice consumers to pre-order them immediately after they hit the catwalk.

The chips will activate short films (as demonstrated below) to bring the product in question to life, telling the story of its creation, from sketches to runway edits. They will also show video of the customer’s name being engraved on metal nameplates — also new this season — that are stitched into the lining of the coats and bags.

Users will be able to see the videos when their items are put in contact with smartphone or tablet devices logged into Burberry.com thanks to a new technology the company will reveal more information about at the delivery date (expected within nine weeks). For consumers in London who are able to visit the brand’s digitally integrated Regent Street flagship store, the same chips will prompt the videos to appear on its large-scale mirrors, which turn into screens.

While this “Smart Personalisation” concept demonstrates how technology can benefit Burberry shoppers, the brand also has plans to connect with its broader fanbase using social media. On the day after the show, Burberry will invite followers to tweet with the hashtag #madefor, so they can receive personalized images of their own bespoke nameplate, for example.

The show will also be live-streamed within Burberry’s Twitter feed for the first time, as well as online and in the Regent Street store. Additional access will be provided through two Instagram accounts: @Burberry will share images from backstage, the red carpet and the runway, while @Burberry_Live will take more detailed images of the collection to feed into Burberry.com’s dashboard.

Where Topshop launched a model cam for its show on Sunday, Burberry is also promoting backstage interaction with its models. The “Burberry Beauty Booth” will share images taken by models with the brand’s followers in real-time, when they tweet with the #BeautyBooth hashtag.

Brit models do the Harlem Shake in style backstage at Topshop’s #LFW show

18 Feb Topshop_HarlemShake

After a bit of light fashion week relief? Then take 30 seconds out to watch models Jourdan Dunn, Cara Delevingne and Rosie Tapner performing their version of viral video sensation the Harlem Shake backstage at Topshop Unique. I defy you not to put it on repeat…

Vine, Google+ take center stage at London Fashion Week

17 Feb Cara Delevingne outside Google HQ with Topshop

This article first appeared on Mashable

Twitter’s new video-sharing app, Vine, took off in a big way at New York Fashion Week. Designers and editors alike logged in to Vine to capture and share six-second scenes from the shows.

London Fashion Week (LFW) attendees are poised to pick up where New York left off. Design houses including Burberry, Jonathan Saunders and Paul Smith, as well as the British Fashion Council, are all expected to use the app to bring followers behind the scenes and front of house.

It’s Matthew Williamson’s feed, however, that’s the must-see. The designer, known for his intricate, handcrafted garments, will use Vine to showcase details up close during Sunday’s show. As the looks hit the runway, backstage shots by photographer Sean Cunningham (of Burberry Tweetwalk fame) will be posted to Twitter, magnifying the embellishment and beadwork in a bid to bring followers a more detailed view than those available to the front row.

The initiative takes its inspiration from Williamson’s #MatthewMagnified campaign on Facebook, which makes use of the Pic Jointer app to show catwalk images alongside close-up detail shots of the fabric work. Vine will see them in motion, as introduced by the designer below:

Rosanna Falconer, head of digital for the designer, referred to the idea as “Cinéma vérité,” a French term for true-to-life documentary filmmaking. “I love the way it’s such raw footage. Rather than being a final polished campaign image, it’s about what’s going on right now, live from backstage,” she says. “We’re trying to give our followers better-than-ever access with a real, up-close quality. In many ways, it’s like a digital version of the go-see, which are the appointments made by press and buyers after the show to view the collection in greater detail. It’s the beadwork, the detail and the craftsmanship of the product right there.”

Up close and personal

This idea of a digital go-see, or bringing fans and followers even closer to the Fashion Week action, is also part of Topshop’s plans for the season. As part of a partnership with Google, the British retailer will be providing viewers with live access to every aspect of its show using dozens of cameras, capturing fittings, “red carpet” arrivals and the show itself from multiple points of view. The aim is to offer the experience of what it’s like to be the model, the buyer, the makeup artist or even the designer.

Central to this is its model-cam, which will see Cara Delevingne, Jourdan Dunn, Rosie Tapner and Ashleigh Good all wearing real-time, HD micro cameras so followers can see the show from their perspective. Pre-stitched into the clothes and bags, these cameras will show detailed footage from the runway as well as backstage. They have been developed with satellite broadcasting company, SIS Live, and make use of the “Hawkeye” technology from major sporting events like Wimbledon.

Justin Cooke, Topshop’s chief marketing officer, says he expects it to steal the show. “The models will become the protagonists. Viewers will search for ‘Cara on the runway,’ and their content will get propelled around the world,” he says.

In addition to Topshop, a new partnership between the British Fashion Council and YouTube will serve up live streams of 20 shows through the LFW channel at youtube.com/lfwtv. A further 13 will also be streamed at londonfashionweek.co.uk/live.

Topshop is adding to its event with pre-show coverage also live-streamed through a customized YouTube page. Hangouts will air from the red carpet, backstage and the front row. “We’re using it as a live broadcast, like the Oscars, like a live behind-the-scenes documentary,” says Cooke.

Catwalk countdowns and live Q&As

Last season saw a big focus on visual diaries in the build-up to London’s shows, and the same goes for the Autumn/Winter 2013 shows.

Julien Macdonald returned to London Fashion Week following a two-season break, and in so doing shared preparation images over Facebook, Twitter and Instagram leading up to his show on Saturday. There was also a time-lapse video of the show space being constructed.

Peter Pilotto, meanwhile, who arrived on Twitter just last week, is likewise posting images in the buildup to his Monday show in what he’s calling his “Catwalk Countdown.”

Back at Topshop, the four aforementioned models will all be featured in a “Road to Runway” digital diary on Google+, documenting everything from their first fittings to the moment they hit the catwalk. There’s also a Google Hangout inviting viewers to see behind the scenes at Topshop’s headquarters ahead of the show and ask the design team questions as they apply their finishing touches.

Expert Q&As are also a go-to for the British Fashion Council again this season. Twitter sessions will this time be held with British Vogue’s Alexandra Shulman, designers Manolo Blahnik and Henry Holland, and blogger and DJ Bip Ling, using the #AskLFW hashtag.

Personalization meets pre-orders

There’s much in the way of shoppable activity set for London this season, too. House of Holland has developed a capsule collection exclusively for eBay.co.uk, comprised of a dress, an oversized slogan t-shirt, an iPhone cover and a pair of tights, each emblazoned with the signature House of Holland Autumn/Winter 2013 “rave wave” print. The micro-line is available for purchase until Sunday, Feb. 24, with all proceeds going to Cancer Research UK.

Burberry, meanwhile, has rebranded its “Runway to Reality” shoppable concept as “Runway Made to Order.” Still a pre-order service for early season delivery on coats and accessories, it will also offer fans a personalization element with nameplate engravings available on each item. The rest of the brand’s show plans will be announced closer to showtime on Monday.

Topshop is enabling followers to buy straight from the catwalk again too, offering items from the collection for pre-order as well as makeup and nail polish for instant delivery. Its “Shoot the Show” and “Customize the Catwalk” initiatives from last season are continuing also, this time refined and modified according to people’s behaviors, i.e. how they interacted with the features during the Spring/Summer 2013 show.

In addition, Topshop and Google have developed a “Be the Buyer” app on Google+ that will allow fans to create moodboards of their favorite items from the runway while seeking video advice from Topshop’s own buying experts, as well as those from department stores Selfridge’s and Browns. The results, says Cooke, will help feed data back to Topshop on what items or colors are the most popular, cleverly shaping its decisions about what to put in store.

Such movements are proving that digital innovation at LFW aren’t solely about gaining fans and building awareness of current collections, but are an opportunity for getting consumers to help determine what will actually hit the shop floor. It doesn’t get much more personal (and for the retailer, efficient) than that.

HoH and eBay team up for exclusive #LFW collection

16 Feb HouseofHolland_ebay2

HouseofHolland_ebay

House of Holland has released a capsule collection exclusively with eBay UK inspired by his autumn/winter 2013/14 collection that showed at London Fashion Week today.

The line went on sale from the minute the first model hit the catwalk at 7pm GMT, and will be available until next Sunday, February 24. It is comprised of a dress, an oversized slogan t-shirt, an iPhone cover and a pair of tights, each emblazoned with the signature House of Holland ‘rave wave’ print.

The aim is to provide fans with a nugget of access to the new season way before the full collection hits stores, satisfying the instant demand that goes with watching a live show. All proceeds from the sales will also go to Cancer Research UK.

Designer Henry Holland said: “The items I’ve designed for eBay have been inspired by my AW13 collection. I’m excited to be able to bring something exclusive and exciting to a completely new audience. I hope I am paving the way for more opportunities for designers coming through the BFC’s Fashion Forward programme.”

eBay is also continuing its support of this season’s Fashion Forward winners at London Fashion Week – Michael Van Der Ham, Holly Fulton and David Koma – live-streaming each of their shows to smartphones via its Style Collective blog.

HouseofHolland_ebay2

Paul Smith partners with artist Kate Moross for #LFW Vine clips

16 Feb PaulSmith_vine

Another example of how to use Vine to beautiful effect has just come in from Paul Smith. The British designer has partnered with London-based artist Kate Moross, who is shooting a series of imaginative six-second clips in the run up to tomorrow’s London Fashion Week show.

The first, called BLINDS and shown above, sees shutters opening and closing on the Paul Smith logo. Others so far, and as below, have been titled REFLECT and INFINITE, hinting at the venue and print and pattern respectively,

“We’re drawing influence from the themes and palette of the collection revealing glimpses of what’s to come in Sunday’s catwalk show,” said Moross. “The format is so immediate, all professional video tools are off limits, instead we’re creating animations, loops and video effects using colour filters, miniature lenses and simple objects.”

You might also like:

Matthew Williamson to magnify intricate garment detail in #LFW Vine strategy

Vine scores big with #NYFW crowd

Take a look at Calvin Klein’s Vine posts during Super Bowl XLVII

Follow

Get every new post delivered to your Inbox.

Join 437 other followers

%d bloggers like this: