Calvin Klein has enlisted Tumblr blogger FashGif to create a series of animated images of its new spring/summer 2013 womenswear collection.
The initiative sees still catwalks shots from the recent NYFW show brought playfully to life through added interest and detail, thanks to the signature work of FashGif’s Greta Larkin. As her page reads, it’s all about “making fashion move”.
Each image is appearing on Calvin Klein’s own Tumblr page every day this week. Below are two more examples of those released so far.
The company is also continuing its relationship with blogger and model Hanneli Mustaparta, focused on behind-the-scenes images from fashion week.
FashGif also created this exclusive image for trend forecasting site WGSN’s Tumblr last week, inspired by the Proenza Schouler SS13 show:
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Burberry opens digitally integrated store in London (as pictured) [Mashable]
- Marie Claire claims UK first with Dolce & Gabbana video ad in October issue [Media Week]
- Ralph Lauren previews SS13 accessories collection on Instagram [WWD]
- Proenza Schouler’s spring collection was inspired by Tumblr [Refinery 29]
- Uniqlo promotes San Fran store with interactive experience starring YouTube cat Maru [TheInspirationRoom]
- Zappos crunches Pinterest data to suggest tailored purchase recommendations [Contagious]
- New York Fashion Week street style is often a billboard for brands [NY Times]
The Topshop Unique show held during London Fashion Week yesterday promised to offer consumers a social, customisable and shoppable experience through its live-stream on Topshop.com.
The result? A reported 2m people tuning in from over 100 countries across multiple platforms and devices.
Here’s a summary of some of the rest of the facts and stats from the event:
- A total of 200m people were said to be exposed to images and content from the show, in the main because of its “shoot the Show” tie-up with Facebook, which allowed consumers to share images straight from their video stream
- #TOPSHOP and #UNIQUE both trended globally on Twitter thanks to live-streaming through the platform for the first ever time, and a “tweet-off” invented by Topshop asking for followers to send in 140-character reviews
- Topshop also partnered with Elle magazine for a Tweetwalk that saw images shared live from backstage over Twitter on both accounts moments before they hit the runway
- The result saw Topshop.com clicked on by over 120 countries
- More traffic was generated to the site from the USA on one day than in its entire history. This was highlighted as particularly exciting in a week were the brand has opened 15 new stores in the country through a partnership with department store Nordstorm
- The “Customise the Catwalk” shoppable element of the initiative resulted in pieces selling out from the new collection within an hour
- Make-up products were also purchased during every minute of the show
Harrods is set to host a live Twitter Q&A with make-up artist Wendy Rowe at Monday’s Burberry show during London Fashion Week.
Taking place immediately after the brand’s catwalk outing, the occasion will see Rowe (the brains behind Burberry Beauty) responding to questions put forward by Harrods’ followers.
Consumers are being asked to use the #Burberry and #AskWendy hashtags to do so. The show starts at 4pm GMT, with the Q&A slated to start at 4.30pm.
As promised following her show at New York Fashion Week on Sunday, Diane von Furstenberg has released a film recorded using Google Glass, the search engine giant’s new augmented reality eyewear. Check it out: