I discovered this video when writing a story about the future of shopping this week, and thought it worth resurfacing.
It’s a simple premise: the shopper removes items from the rail and as they do so they activate content on nearby video screens. It’s not the garment that holds the sensors, but the hanger it is hung on – recognising unique details, from the fabric it is made of, to shots of models wearing it.
It was a concept from a company called teamLab in Tokyo – featured as part of an exhibition called We Are the Future, and then later in retail store Vanquish around 2010-2012.
But it’s also one you can imagine working very effectively in a luxury store today, in part similar to the connected fitting rooms we’ve seen at the likes of Burberry with RFID tagged garments, or reportedly in pilot from Microsoft and Accenture with Kohl’s. But it’s also reminiscent of the Mother’s Day campaign run by C&A Brazil two years ago, which saw hangers embedded with real-time counters for Facebook Likes.
There’s a lot to be said for the humble hanger it would seem…
H&M’s sister brand & Other Stories has unveiled a short campaign clip it refers to as “not your ordinary fashion film”.
Starring French It-Girl and blogger Jeanne Damas, the humorous spot portrays “the tormented soul of the self-indulgent ‘Bohemian’ who can’t decide which pieces from & Other Stories’ collection to wear”.
Shot inside a Parisian apartment, it sees the model conversing with the camera about how she feels; laughing, crying, jumping on the couch, running around the room, and all the while showcasing a variety of different looks from the line.
It was directed by Wendy McColm, who reportedly aimed to present a darker subtext pointing to changes that need to be made to the way women are portrayed both in, and by, the fashion industry.
There’s a lot in the way of cute animation happening this festive period, with noteworthy spots from Hermès, Dolce & Gabbana and Cartier, as well as that big budget number from John Lewis.
Check them each out below:
Bonus: This is not quite a Christmas spot, but there’s a fun animation worth a watch from Louis Vuitton too. It pays tribute to games like Tetris and Space Invaders to promote its new iPhone and iPad cases just in time for the holiday season…