Tag Archives: fall 2013

Oscar de la Renta campaign launches exclusively over Instagram

25 Jul oscar_banner

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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.

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Digital snippets: Burberry, Marc Jacobs, Tom Ford, Nicolas Ghesquière, Hunter, G-Star, Dita von Teese

15 Jan Burberry_romeobeckham

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

 

  • Watch Romeo Beckham run circles around his fellow Burberry models in SS13 campaign video (as above) [Telegraph Fashion]
  • How Marc Jacobs is amping up the luxury e-commerce experience [PSFK]
  • Tom Ford will even be inviting bloggers to his first ‘real’ runway show [Styleite]
  • Nicolas Ghesquière’s first-ever tweet: an analysis [The Cut]
  • Hunter takes control of British weather in global Facebook campaign [Campaign]
  • G-Star Raw launches animated video campaign [WWD]
  • Dita von Teese sews QR codes directly into her clothing [PSFK]
  • Op-ed: Fashion’s unsung internet forums [BoF]
  • Do people actually shop on phones? The answer is decidedly yes [NY Times]
  • Shoedazzle taps Rachel Zoe as new celebrity spokesperson [AllThingsD]
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