Wallpaper* mag invites readers to create own covers again

Wallpaper* magazine has launched its second customisable covers initiative ahead of its August issue.

Following on from the success of last year, readers can once again create their own cover based on a series of graphics, shapes, colours and photography.

Each design will be bound to a copy of the August “Handmade issue” and delivered to the reader.

A series of animated designs can also be selected for use online, with each creation displayed in the Custom Covers gallery at Wallpaper.com.

A Rolex ‘Live for Greatness’ ad on the back page can be personalised too. One of two watches can be selected, as well as a date that will appear on the face of the timepiece, alongside the line: “Some days are made for greatness”.

Publishing director, Gord Ray, said: “Our last Custom Covers project was incredible, with more than 21,000 unique covers created – and delivered. This time, we have an even better design tool, and the back-cover ad from our partner Rolex really adds to the interactive, bespoke experience.”

Applications are open until May 31. The issue goes on sale July 14.

La Senza launches shoppable lookbook on Facebook

UK lingerie brand La Senza has unveiled an interactive lookbook on Facebook, allowing shoppers to buy its summer 2011 swimwear line directly from within a film.

The initiative, a UK first, aims to assist the brand in reaching its target audience of 18-24 year old females.

Created by ad agency Karmarama, and shot in the style of a music video, the film (below) features six bikini-clad girls on a nudist beach in Malibu. As they emerge from the sea to the surprise of the nudists they are chased away by a lifeguard. They soon turn on him and wrestle him to the ground. The film ends with the words “Be Bold”.

Jono Holt of Karmarama, said: “We’re thrilled to be bringing the UK a Facebook first and offering La Senza customers a new and exciting way to shop”.

The accompanying soundtrack is Punching in a Dream by Naked and Famous.

It launches under the Club La Senza tab on the brand’s Facebook page today. Or you can watch it, here:

Harrods unveils GPS-based iPhone app

Luxury department store Harrods has launched a GPS-assisted interactive iPhone app.

Following a sneak preview on Twitter last month, the app will be available from iTunes tomorrow.

It aims to help shoppers navigate around the store through an interactive location guide. There is also a news and events page, a history of the store and 3D visualisation.

Harrods store image director, Mark Briggs, said: “The Harrods iPhone App is an exciting new way for us to further engage with our customers. We are continuously aiming to offer our customers the optimum level of service through use of new technology. With its useful tools and services, the Harrods App is set to become a vital part of the shopping experience at the store.”

Topshop launches reviews

Topshop has added a review function to its product pages, enabling consumers to say what they think about each and every item.

“We want to know what you think!” says the promo email. “Whether you love your latest pieces or think there’s something we could improve on, write a review to tell us and others all about it.”

Such a straightforward add-on, but one that could make an enormous difference to purchase decisions. Knowing that an item fits in a certain way or that the fabric is of a certain quality from someone else who has bought it makes perfect sense in this increasingly social world.

Admittedly it makes Topshop all that much more transparent, a tough, but therefore quite respected decision, no? Win win all-round I say.

The retailer is also offering a prize draw for those that get involved, with nine goodie bags worth £180 up for grabs.

Speedo community site calls for swim stories

Speedo is encouraging swimmers across Europe to share their stories via a new community site.

Part of its Unforgettable Swims campaign created by ad agency Iris, the site calls for videos and photos of consumers’ most memorable swimming moments.

Sean Hastings, VP of product and marketing at Speedo International, said the aim was to drive individuals’ emotional engagement with the sportswear brand, reports New Media Age.

Community members are also able to browse and comment on other people’s stories, as well as integrate with Facebook and Twitter and redirect to Speedo’s ecommerce site.

Asos to host flash sale on designer sunglasses from 7pm tonight

Fashion e-tailer Asos is set to host its first ever global flash sale tonight from 7pm UK time.

Offering designer sunglasses at up to 60% off, the sale will be open for 13 hours only. Brands on offer include Missoni, Matthew Williamson and Moschino.

Facebook fans can also get advance access from 6.30pm, by liking the page, here.

Find out more at: www.asos.com/ticktock

Jason Wu’s owl tweets through @MissWu_NY

New York designer Jason Wu has launched an official Twitter account under the name @MissWu_NY, offering insider information as though from the brand’s owl of spring 2011.

“She’s sort of this phantom muse who embodies what we’re about,” said Wu. “I thought it would be more interesting to have her perspective. Having a bird that tweets — it just seemed natural, right?” reports WWD.

The feed follows a myriad of unofficial handles claiming to represent the brand.

Wu has also unveiled a new website designed by Li Inc in collaboration with Sweden Unlimited, which offers greater interaction for the consumer. A new section called Craftsmanship provides an inside look at the collections, while there is also video content and e-commerce capability for handbags.

“As we grow, we want to have that direct interaction with the customers. I want to tell our story in a deeper way,” Wu told WWD. “Unless you come to the showroom, you don’t see all the work that goes into one garment. With today’s fast fashion, it’s important to give people reasons why we are a luxury brand. I want them to see how laces are embroidered, or that what looks like ruffles from afar are actually 50 clusters of hand-sewn flowers.”

Digital snippets: New Look, L’Oréal, Nars, Dior, Vente Privée

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

• Behind the scenes of New Look’s 100 Days of Summer TV ad [New Look]

• L’Oréal partners with Demand Media in exclusive curated ad deal [WWD]

• Nars launches makeover tutorial microsite [Mashable]

• Lady Dior multimedia exhibition hits Shanghai [Jing Daily]

• Leading European flash sales site Vente Privée partnering with AmEx for US launch [TechCrunch]

• You can now tag brand and product pages in Facebook photos [Mashable]

• TheFind aiming to define e-commerce on the tablet with new catalogue iPad app [AllThingsD]

Garrard unveils augmented reality windows

Garrard developed a virtual “try on a tiara experience” in the window of its Albemarle Street store as part of UK Vogue’s Street Lights initiative earlier this week.

The luxury jeweller partnered with augmented reality technology company Holition to create the interactive campaign, which allows users to see themselves wearing the precious item.

Advanced photo-realistic computer modelling and Holition’s unique real-time light reflecting technology means the user can even see each diamond sparkling as they move.

Creative director at Garrard, Stephen Webster, said: “Having seen a demonstration of the technology being developed by Holition we thought it would be fun to use the technique of virtually trying on jewellery and adapt it to create a unique window for Garrard.”

Holition has previously worked with the likes of Tissot, Boucheron and Taccori on similar initiatives.

Garrard’s interactive tiara experience will remain in its windows until May 15. It forms part of the Street Lights project set up by Vogue jewellery editor, Carol Woolton, which in collaboration with The Royal College of Art and Central Saint Martins is focused on creating innovative displays within the windows of fine jewellers.

Topshop Russia intros Kinect technology for virtual fitting room experience

Microsoft’s Xbox Kinect technology is making waves in retail. Hot on the heels of its integration in Nordstrom’s windows, comes news of it being used in the fitting rooms of Topshop Russia.

The motion sensor system, developed by augmented reality company AR Door, means anyone is able to try on clothes by waving their hand, reports Emma Barnett at The Telegraph.

Using image recognition technology, the virtual clothes then pin themselves on an image of the user.