Tag Archives: iPhone

Aritzia launches spring collection via digital Instagram mosaic

21 Feb

aritzia_lookbook_instagramCanadian retailer Aritzia has made clever use of the grid view on Instagram to launch its spring/summer 2014 collection.

A total of 510 images have been unveiled as individual Instagram shots, together creating a mosaic of the new season look book. Some images are mere blank pink squares, others show the corner of a leg, the edge of a shoe or a torso. The team refers to it as “a piece of (digital) art”.

Reminiscent in part to what Uniqlo did on Pinterest, albeit without the animation, this is one of the strongest examples seen on Instagram, not to mention the first at such scale – an impressive scrollable collage at 42 iPhone lengths long.

Said Aritzia CEO, Oliver Walsh: “We have moved into the age of the image-based social network. It makes perfect sense to release our spring lookbook in a place where our customer loves to spend a good deal of time indulging in beautiful visuals.”

The campaign exists via @aritzialookbook (the mosaic effect only works on mobile). It was maintained originally as a private account and launched to the public all in one go. To promote it, a series of the blank pink squares were posted via the main @aritzia feed with the line: “510 images. 42 iPhone screens long. View our collections like you never have before: @aritzialookbook.” In less than 24 hours its followers jumped from 0 to 2,485.

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Vogue promotes new iPhone 5C as major fashion accessory

17 Oct

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Vogue is continuing its focus on tech with a series of online editorial shots this week dedicated to the new iPhone 5C. Titled “How About Them Apples: How To Match Your Outfit to the New iPhone 5C“, the post sees the four new shades of the latest Apple phone coordinated with looks from this season’s resort collections.

“We already know we spend an inordinate amount of time with our iPhones—talking to them, sleeping with them under our pillows—and now, it turns out, we can even dress like them,” it reads. “If we were Angela Ahrendts (former Burberry CEO and newly appointed senior vice president of Apple), we might think of incorporating one of the season’s new shades—which include Day-Glo pinks, yellows, greens, and blues—into our first-day-of-work wardrobe.” The models pose in looks from the likes of Nina Ricci, Michael Kors, Versace, Dior, Reed Krakoff and Ralph Lauren.

The initiative seems like a massive advertorial, or Condé Nast’s attempts at sponsored posts (native advertising) à la Buzzfeed, but the lack of any sort of disclaimer suggests otherwise.

In which case, this should be seen as a pretty huge coup for Apple; it is after all just a plastic coloured phone, now cross-promoted on key Vogue properties including its .com site, Instagram, Facebook, Twitter and Tumblr.

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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.”

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

New start-up Tapestry gives shop floor a digital identity, signs Diesel as pilot partner

28 Nov

It goes without saying that mobile is set to play an ever-increasing role in the future of retail – be it for payment, loyalty and rewards, social content or more.

Enter then, Tapestry, a new start-up from the team behind London-based digital agency Guided Collective, that very nicely ties all those things together.

Launched in a pilot partnership with Diesel in the UK, this iPhone and Android app helps to provide shoppers with a 360 degree online-meets-offline experience.

Trialling at Diesel’s Westfield London store until December 21, it allows consumers to curate a collection of all the items they like as they shop by scanning existing barcodes (or by using NFC in enabled Android devices). From there, they can see information about each piece such as size, colour and price, as well as the digital content that surrounds it – expert reviews from bloggers for instance, alongside videos, runway shows and more.

In essence, it’s a physical or real-world bookmarking tool for the fashion industry.

Those bookmark sets – known as Tapestries of course – can then be shared across social networks, but better yet be bought straight from the smartphone too. There’s also the possibility for notifications on things like promotions and rewards.

Referring to itself as a mobile loyalty service, the Tapestry write-up reads: “On the one hand it links content and promotions directly to physical products via a consumer’s mobile. On the other hand it links all physical items in store to the retailer’s ecommerce site, re-shaping the retail experience both in and out of store.”

Simply put, it gives a retailer’s physical inventory a digital identity, something Sam Reid, founder of Tapestry, refers to as “joining up the dots”. Based on a cloud platform, it also does so simply and at scale, he explains. And the app is to be funded on that basis, with retailers paying a subscription fee for the service.

In addition, it gives retailers permission-based real-time access to consumer interests, and therefore data. “The user is saying ‘I’m interested in these shoes, this t-shirt and this dress. Let me know when they’re on sale, or if stock is close to selling out, or if you’ve some interesting content to share,” the Tapestry description explains.

It’s hoped more retailers will follow in Diesel’s footsteps, says Reid, suggesting others are already in talks. This makes the concept all-the-more interesting – rather than just being about one brand’s clothing items consumers might save and explore, it becomes about their entire shopping trip. Imagine being able to recall everything you’ve seen, read reviews around them, and pick and choose which ones you want to buy at a later date. It’d certainly simplify those occasions when you regret something you should have purchased and you can’t find it online.

Another interesting part for the future will be seeing this app develop alongside NFC. With this, consumers only need to tap items (hence the clever Tapestry name) to bring them up on their phone – effortless. As this technology becomes more commonplace across devices, that behaviour is likely to see a huge spike in uptake in the retail space, blurring the digital and physical lines ever more.

It’s worth checking out blogger Liberty London Girl’s exclusive link up with Diesel for the Tapestry launch too. And watching the video demonstrating Tapestry in action, below:

Levi’s launches first brand magazine on Flipboard

11 Sep

In a press release for the launch of its autumn/winter 2012/13 ad campaign back in July, Levi’s said it would be revealing the “first-ever shoppable brand magazine” on social app Flipboard. Turns out, it’s finally here…

Referred to as a “social catalogue”, the initiative sees full-page spreads of the denim brand’s Go Forth campaign in nine publications already using the iPhone, iPad and Android platform. In style with the nature of the app, these ads then open to a magazine-like entity that pulls in content from across the Levi’s repertoire. The stories and images it’s sharing on Twitter, Facebook, Instagram or Google Plus for instance, as well as the videos on its YouTube page, and the product from its new collection, which can be both shopped (in-app) and shared with friends.

“Using the social underpinnings of Flipboard to create a magazine for individual brands is a great new way for advertisers to connect with Flipboard readers,” said Christine Cook, head of revenue at Flipboard. “For Levi’s they are bringing their beautiful, emotional ads to the specific publications they already know and love and expanding the experience using the social media content they are already creating. There’s very little work on the advertisers’ side, making Flipboard a simple way to reach the millions of people reading on mobile devices.”

The nine publications featuring the ads between now and October 31, 2012, are Vanity Fair, Glamour, Details, Elle, Marie Claire, Esquire, ESPN, Fast Company and Rolling Stone.

As reported by AdAge: “Flipboard has long promised to provide publishers with magazine-like advertising that takes advantage of the capabilities of tablets and smartphones.” With its now 20m users, and 3bn monthly “flips” (or page turns), it’s now doing so with integrated m-commerce too. Expect to see more…

Included below too is the most recent Go Forth film from Levi’s, a gutsy call for people who get dressed each morning with purpose.

Digital snippets: adidas, Garance Doré and Kate Spade, Bergdorf’s, Hipstamatic

20 Aug

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

  • adidas builds on Olympic success with ‘Don’t Stop Me Now’ Team GB video (as above) [The Drum]
  • Super blogger Garance Doré launches collaborative collection with Kate Spade [Vogue.co.uk]
  • Bergdorf Goodman’s online push [WWD]
  • adidas creates sneakers that display real-time tweets [PSFK]
  • W magazine partners with iPhone photography app Hipstamatic [Mashable]
  • Faces of NYFW aggregates real-time data from fashion week [Fashion Notes]
  • The potential of e-commerce in China [MaoSuit]

Fashion Hazard offers industry’s first action-fuelled catwalk game

17 Aug

Forget playing dress-up, forget virtual shopping malls, forget anything too girly or flirty, a new mobile game called Fashion Hazard has just hit the app store from Condé Nast that’s all about action.

Set on the catwalks of New York, London, Milan and Paris, it requires players to swipe, tilt and tap their way through all manner of obstacles to collect virtual currency, known as “bling”.

Competing to begin with as a naïve model called Ellie, there is everything from hissing snakes (a not-so-subtle metaphor for fashion industry types, says AdWeek) and retro stereos to contend with, not to mention the occasional can of red paint as though straight from a live PETA demonstration. As you progress, a more experienced model becomes available to play as.

“Begin as a model new to the world of high fashion and at the bottom of Fashion Week’s totem pole. Make a runway round-trip before the clock runs out without tripping, losing balance, or taking the ultimate spill,” reads the write-up.

“From New York through Europe, the rewards get bigger, the stakes get higher and staying on top gets harder. Stay in time, stay in line, stay in season…or become a Fashion Hazard.”

The idea for the game came from Juliana Stock, Condé Nast’s senior director of business and product development for its Interactive Product Group (IPG), whose 11-year-old daughter enjoys action games such as Temple Run).

“When we started to look at action and adventure with her interests in mind, which are girly, we didn’t find any,” she explained. “There was a need in the market to create an action game that was challenging, and yet still feminine and visually appealing to this demographic.”

It is currently available for the iPhone and iPad with an Android version due to follow, and costs 99c in the app store.

It also provides options for additional purchases including wallpaper and ringtones, suggesting future advertising opportunities could follow. It launches with a cross-promotional initiative with Frenzoo, developer of the Me Girl series.

Louboutin releases first app

28 May

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.

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.”

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