Tag Archives: Vogue

Digital snippets: Gap, H&M, L’Oréal, Dove, Lyst, Jelly

26 Jan

Here’s a highlight of the best stories in the fashion and tech space over the past week…

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  • You can now pin animated GIFs: here’s Gap’s (as pictured) [Fashionista]
  • Will David Beckham’s H&M Super Bowl ad be #covered or #uncovered? [Fashionotes]
  • L’Oréal’s Matrix offers stylist’s-eye view with Google Glass [BrandChannel]
  • Dove launches short film, “Selfie”, about women’s self-image at Sundance [Creativity]
  • Meet the stylish Sapeurs, the Congolese stars of Guinness’ new ad and doc [Co.Create]
  • Why Amazon’s data store doesn’t scare people, but Facebook’s does [AdAge]
  • Lyst, a fashion e-commerce aggregator, raises $14m more, plans beacon rollout with PayPal [TechCrunch]
  • Keep.com helps you shop for items on Instagram [Mashable]
  • Nine unexpected ways retailers are using your data [Fashionista]
  • Vogue hosts its first Google+ Hangout celebrating The Fashion Fund [Vogue]

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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Anna Wintour sparks #voguestagram meme

23 Aug

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This week saw what must be the most fashion-fuelled meme of all time. Enter #voguestagram, the Instagrammed shots of individuals copying Anna Wintour toting her September-issue (all 902 pages of it), as above.

There’s been some 1,700 posted reportedly, with everyone from Oscar de la Renta to Francisco Costa at Calvin Klein joining in. Check out 15 of the best, below – Nacho Figueras wins it for me.

Oscar@oscarprgirl: Oscar’s #voguestagram #theseptemberissue @voguemagazine xoxo 

CK@calvinklein: Costa’s Cover. #theseptemberissue @voguemagazine #voguestagram #franciscocosta

Choupette@choupettesdiary: Who says the #fashion set don’t work out? We lift the @VogueMagazine #SeptemberIssue #Voguestagram

Vogue.com@voguemagazine: Vogue.com caught the #voguestagram bug. #theseptemberissue

JCrew@jcrew: Just catching up on some light reading. #voguestagram #TheSeptemberIssue @voguemagazine

Minkoff@rebeccaminkoff: Essential reading @voguemagazine #theseptemberissue #voguestagram

Nachos@nachofigueras: @voguemagazine #theseptemberissue #voguestagram + @ralphlauren Romance @delfinablaquier and me on horses

CFDA@cfda: Look who we caught flipping through #theseptemberissue of @voguemagazine… @stevenkolb #voguestagram

Esteelauder@esteelauder: Reading the September issue with Estée. #voguestagram #theseptemberissue @voguemagazine

CocoRocha@cocorocha: I’m in 3 pages out of 902. Spot me if you can. #voguestagram @voguemagazine

ZacPosen@zac_posen: Showroom reading before a fitting. #voguestagram #theseptemberissue @voguemagazine

Herrera@houseofherrera: #carolinaherrera #spring2014 fitting distraction #voguestagram #TheSeptemberIssue

BryanBoy@bryanboycom: Just boarded my flight. Bon voyage with #theseptemberissue #voguestagram

LaForceStevens@laforcestevens: The things we do for @VogueMagazine! #theseptemberissue #voguestagram

CaroSieber@carosieber: back from honeymoon and reading all about a certain wedding . Thank you @voguemagazine it looks fantastic #voguestagram #TheSeptemberIssue

Google Glass gets 12-page spread in Vogue magazine

22 Aug

Google is on a mission to make Glass seem less in the way of dorky, and more along the lines of stylish. The latest example: a 12-page spread in Vogue’s September issue (always its largest of the year, this time with a whopping 902 pages).

Nicknamed the ‘tech’ special, this is also the one with that interview with Marissa Mayer in it. And the one that inspired editor-in-chief Anna Wintour to pose in her first official Instagram, or #voguestagram shot, holding it.

See all the Google Glass images – photographed by Steven Klein - below. And do check out this amusing post over at Advertising Age suggesting how Vogue could actually be doing a whole lot more.

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Digital snippets: Gap and DVF, JC Penney, Nike, eBay and Kate Spade Saturday, Burberry

7 May GapKids_Aviary_banner

A round-up of recent stories from around the web surrounding all things fashion and digital:

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  • GapKids launches photo filters and stickers with Aviary to promote Diane von Furstenberg collection (as pictured) [TechCrunch]
  • JC Penney says ‘We’re Sorry’ and ‘Come Back’ with social media blitz [BrandChannel]
  • Nike gears customised shoe campaign to Instagram users [ClickZ]
  • eBay and Kate Spade Saturday to launch touchscreen store window [PSFK]
  • Fashion meets music with Burberry’s new eyewear campaign [Vogue Australia]
  • Condé Entertainment previews video channels for Vogue, Wired and Vanity Fair [WWD]
  • Making the best of a digital situation: what luxury brands can do to catch up online [Forbes]
  • Online, everyone can be a make-up critic [NYTimes]

Net-a-Porter’s Massenet uses Instagram to share her life story

2 May Nataporter_banner

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The coverage of Net-a-Porter founder Natalie Massanet’s talk at last weekend’s Vogue Festival might have been largely focused on her juggling motherhood and business, but for those that didn’t spot it, one of the most interesting things about her delivery was its accompanying digital component.

Massenet used Instagram – a platform she’s already very familiar with – to share images from her life. A digital autobiography if you will at nataporter_mystorysofar. It features over 120 shots, some of them photographs of her past, others quotes or captions, as well as titles marking off the chapters of her career. Each one is accompanied by a caption that explains its significance.

As Susie Bubble wrote: “It recounts her life, from her early years to studying at UCLA, to dabbling in modelling, film production and then moving into fashion journalism at WWD and Tatler to finally starting up Net-a-Porter in 2000.”

Do check it out here – it sparks some beautiful ideas on the way brands could have a little fun with the platform too.  As Bubble says: “You can’t peruse this Instagram autobiography and NOT be inspired and motivated to do something, anything.”

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British Vogue hits one million followers on Twitter

22 Jan BritishVogue_Twitter

BritishVogue_Twitter

The @BritishVogue Twitter handle has just reached one million followers after a period of significant growth off the back of its Vogue.co.uk site relaunch in September 2012.

The magazine added 250,000 followers in the past four months to hit the milestone, a fact it attributes to the “enhanced level of engagement that [its] users now have across platforms”.

“Social media is becoming ever more important and apparent in our users’ lives.  Our aim is to ensure that our Twitter feed remains relevant and entertaining, providing our core followers with up to the minute fashion news and authoritative fashion insight,” said Jamie Jouning, digital director of Condé Nast.

In comparison, @VogueMagazine (US Vogue) has 2.1m followers, @VogueParis has a similar following of just over 1m, @Vogue_Italia has nearly 275,000, and @styledotcom has just shy of 500,000. Alexandra Shulman herself has 11,000.

British Vogue has also just achieved 250,000 followers on Facebook and 10,000 followers on both Pinterest and Instagram.

Digital snippets: Juicy Couture, Gap, Harrods, Fendi

23 Oct

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

  • Juicy Couture launching short shoppable film for holiday campaign (as pictured) [WWD]
  • Gap Inc restructures brand leadership for global, digital growth [BrandChannel]
  • Harrods partners with Stardoll to set up online store selling virtual copies of designer childrenswear [Marketing Magazine]
  • Fendi flaunts fall handbag line via Rome-set spy flick [Luxury Daily]
  • Bloggers on fashion’s front row [FT]
  • Sally Singer named creative director of digital at US Vogue [Fashionista]
  • Condé Nast UK expects digital to account for 30% of total revenues in 2014 [Media Week]
  • Pinfluencer brings Pinterest contests to brands’ sites, Facebook pages [AdWeek]

Vogue Paris tells #storyof1million Twitter followers with dedicated microsite

17 Oct

French Vogue has celebrated reaching one million followers on Twitter by launching a microsite dedicated to its digital history.

Storyof1million – available in both French and English – is an interactive experience featuring highlights of the @VogueParis Twitter handle, through images, music and video.

It documents over four years of coverage; from launch on September 4, 2008 to today. Its first ever tweet read: “Retrouvez dès le 5 septembre les télégrammes de Vogue.com en direct de la fashion week de New York” (See our Vogue.com telegrams from New York Fashion Week from September 5).

Sarah Herz, director of Condé Nast France’s digital operations, explained it as “a unique digital narrative with over 400 elements, created entirely by the editorial staff to celebrate the site’s most exciting and pivotal moments yet”. She added that the initiative was designed to express the magazine’s deepest gratitude to all the followers, fans and celebrities that have supported it.

The one million mark makes Vogue Paris the most followed French publication on Twitter. It continues to tweet from behind-the-scenes with its editorial team, covering everything from exclusive interviews to fashion week shows, news exclusives and after-party snippets.




Diana Vreeland documentary can teach the fashion industry something about marketing too

8 Oct

In the new Diana Vreeland documentary, The Eye Has to Travel, designer Diane von Furstenberg refers to the memos written by the late editor and museum curator, as being like a blog. “[Vreeland] was, in fact, the first blogger,” she jokes.

The wit, precision and bite-sized content of those memos however, makes that idea, albeit in analog form, not too hard to imagine playing out successfully online.

Vreeland wasn’t of course around to witness the explosion of the social web, but had she been a part of it, she most definitely would have done it better than anyone else.

The film itself, is truly incredible. As the write-up reads: “Diana Vreeland: The Eye Has to Travel is an intimate portrait and a vibrant celebration of one of the most influential women of the twentieth century, an enduring icon who has had a strong influence on the course of fashion, beauty, publishing and culture.”

It continues: “During her fifty year reign as the “Empress of Fashion”… [she invited] us to join her on a voyage of perpetual reinvention and take part in the adventure of life. Through her trained and diligent eye, she opened the door of our minds and gave us the freedom to imagine. Her images and accomplishments are as fresh and relevant now as they were then, and her spirit is just as vibrant and relevant today.”

Part way through the film, one of the many high profile old colleagues, friends and family members (from Richard Avedon and Lauren Bacall to Hubert de Givenchy) featured, says: “She was about ideas, the magic of fashion.”

And it’s that that resonates.

It reminds us once again why the fashion industry can be so incredibly good at marketing: it’s all about storytelling and imagination. Or as Vreeland so aptly says in the film: “We live through our dreams and our imagination. That’s the only reality we ever really know…”

Most definitely something there to be learnt in how to approach digital strategy.

Go watch the film.

 

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