DVF introduces Google Glass to NYFW catwalk

Models took to Diane von Furstenberg’s New York Fashion Week catwalk yesterday wearing augmented reality eyewear supplied by Google.

Google Glass, as the technology is known, lets users interact with the digital world through what looks like a cyborg cross between glasses and headgear, with a small square of glass functioning as a screen over the right eye.

Although still in early stages, it’s designed to offer a variety of smartphone capabilities, including effortless viewing of messages, taking pictures and recording video.

“It’s been under development for over two years now, and the goal is to really connect you to digital life without really taking you away from real life,” Google co-founder, Sergey Brin, told WWD. In a statement from Google he added that beauty, style and comfort are as important to Glass as the latest technology.

But it’s the idea of sharing that DVF particularly wanted to tap into. “Are you ready to see the DVF runway show from an entirely new perspective?” she teased over social media along with the #dvfthroughglass hashtag ahead of its start.

What that referred to was not only the fact the Google Glass eyewear would be taking to the catwalks, but also that she and team had been using it to record footage from their own viewpoints throughout. The result will be documented in a short film called “DVF through Glass” due for release this Thursday on the designer’s  Google+ page and Google’s YouTube channel.

“For the past week, we’ve been using Glass to capture the DVF creative process from entirely new perspectives. Soon you’ll get a glimpse into what it’s like to design, prepare and experience the DVF show at New York Fashion Week through Diane’s eyes and a few other views,” reads the statement.

A series of images were also posted during the show of the device in action (shown below), including it being worn by Brin with DVF herself (as above).

Although introduced as Project Glass in April, this is the first time it has been experimented with in a commercial capacity, especially within the fashion industry. Reports suggest a launch could be expected as early as 2013, with a retail price in the region of $1,500. DVF’s versions were colour-coordinated with her new spring/summer 2013 collection.

[Images via DVF, Mashable, WGSN and WWD]

 

Digital snippets: NYFW, FNO, Emporio Armani, Isaac Mizrahi, Louis Vuitton, Versace

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

• How to follow New York Fashion Week online [Mashable]

• Emporio Armani becomes first fashion brand to launch branded playlist on Spotify (as pictured) [Branding Magazine]

• Digital highlights from Fashion’s Night Out New York [Mashable]

• Isaac Mizrahi expands reach with augmented reality [WWD]

• Louis Vuitton marks launch of Yayoi Kusama collection at Selfridges with short films by Ehsan Bhatti [TheInspirationRoom]

• Donatella Versace thanks one millionth Facebook fan [Web&Luxe]

• Anna Dello Russo records pop song and video to accompany her H&M collaboration [Telegraph Fashion]

• Pose, 1M users strong, brings its fashion photo app to the iPad [TechCrunch]

• Turning pins into purchase on Pinterest [AdWeek]

• And a bonus link: I want my clothing to be smarter… [Elapsed Time]

Nina Ricci handbag campaign turns artsy with GIFs

Nina Ricci is the latest fashion house to turn to animated GIFs in its advertising, launching a beautifully artistic campaign for its new La Rue bag.

There are a total of four images seen brought to life by the handiwork of British artist Jo Ratcliffe. Each is reworked into what the brand refers to as “a series of modern, poetic illustrations”.

Set in iconic places in Paris, the nature of each ad is said to illustrate the different characters of the bag.

“[Within] the Promenade Plantée – Paris’s answer to the High Line – it appears soft and romantic, while on the Rue de Verneuil on the Left Bank, it is bewitching and bold. Chic and charismatic on the Avenue Montaigne, it becomes mysterious and elusive at Pigalle,” reads the write-up.

The three other images are shown below…

Bloomingdale’s pushes wearable technology with Microsoft Printing Dress for #FNO

One of the technology highlights from yesterday’s Fashion’s Night Out in New York, was the presence of Microsoft’s Printing Dress in Bloomingdale’s.

A research project exploring the intersection of fashion and technology, it showcases real-time tweets by integrating computer components and a projector under the surface of its skirt.

Consumers were encouraged to tag their Twitter posts with #MSBloomingdales to then see them appear on the dress.

The award-winning protoype (first presented at the Design Exhibition at the International Symposium of Wearable Computers in San Francisco in 2011) is otherwise made almost entirely out of black and white rice paper.

Although at this stage it’s essentially an art installation, the dress could also theoretically see wearers typing messages on the keyboard incorporated in its bodice to then project for everyone to see.

Bloomingdale’s was also playing host to the Swivel virtual dressing room from FaceCake in its window displays, which makes use of Microsoft Kinect to allow consumers to try-on items by interacting from the other side of the glass. See more in the video below, and read what else Microsoft is up to during New York Fashion Week, here.

Digital fashion shows continuing during #NYFW this season

The move for online-only catwalk shows is continuing this fashion week with See by Chloé, ICB and Pierre Balmain all taking to PR agency KCD’s “Digital Fashion Shows” format.

First launched in February, the initiative enables invited press and buyers to view the collections from their computer, iPhone or iPad. Each show has been pre-recorded – See by Chloé in Paris, ICB in Brooklyn, and Pierre Balmain in Beijing.

They include a full catwalk experience, still images of the clothing and accessories with detailed information on each piece, and a complete write-up on the inspiration behind it. There is also beauty coverage from backstage.

“New York now sets the pace for newness between digital and fashion,” said Rachna Shah, managing director of KCD Digital.  “From business-to-business platforms, like Digital Fashions Shows and Fashion GPS, to live-streaming and runway social media applications, the American industry is pushing the digital envelope further and further each season.”

The See by Chloé show was available to view from 9am EST today (as shown in the pictures above). Pierre Balmain will take place at 9am on Monday, September 10, and ICB at 10am on Tuesday, September 11.

Lyst turns to Google Plus for backstage Hangouts with key influencers during NYFW

Social shopping site Lyst is set to host live Google Plus Hangouts backstage during New York Fashion Week this season.

The initiative will see pre-show video interviews taking place with influential editors, bloggers and the designers themselves at the venue, while seven other people invited by the platform connect in remotely and ask their own questions.

Fans will be able to watch the Hangouts as they happen live on YouTube, as well as send in questions in advance to be asked by the host.

The first one will take place tomorrow, Friday, September 7, with the Rebecca Minkoff show at 3pm. Hosted by Teen Vogue’s Eva Chen, the coverage will see interviews with Rebecca, as well as with the hair and make-up artists behind-the-scenes.

On Saturday, September 8, the Tibi show will include an interview with blogger Leandra Medine of The Man Repeller.

“Google+ is becoming a great place for people who are passionate about fashion to meet, share style tips and promote new brands. We’ve been impressed and excited by the ways Lyst is using Google+ to connect with fashion enthusiasts and build a global fan base by the hundreds of thousands,” said a Google representative.

After each of the shows, Lyst will send out the video along with a collection on the site of the favorite looks from the influencers interviewed.

Meanwhile, Lyst has also invited Nina Garcia and Olivia Palermo to broadcast their favourite looks live from the runway. This “Live Lysting” program will see them both share their top items with their followers on the platform.

As individuals add them to their own lists, they guarantee an alert will reach them as soon as that item comes into stock in any store worldwide. This runway tracking tool was launched by Lyst a year ago.

“Lyst is all about letting people craft their own fashion experience by following their favorite brands and influencers – in Nina and Oliva, we’ve got two of the industries most exciting curators for our users to follow,” said Chris Morton, CEO of Lyst.

Digital snippets: Calvin Klein, M&S, River Island, Alberta Ferretti, Net-a-Porter

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

• Lara Stone dances to Salt N Pepa’s “Push It” in new Calvin Klein Underwear video (as shown) [GraziaDaily]

• M&S pledges to ‘fail fast and move on’ with £250m e-commerce drive [Marketing Magazine]

• River Island’s brand director Farida Kaikobad discusses social media [DisneyRollerGirl]

• Alberta Ferretti unveils revamped website [WWD]

• Net-a-Porter creates iPad app for entertainment and e-commerce [Econsultancy]

• Createthe Group launches social fashion game [WWD]

• New app Cinemagram draws brands with Instagram-like GIF function [MediaPost]

• Style Coalition introduces online video channel [NY Times]

Dior teases Marion Cotillard web documentary

 

Dior is set to launch a seven-part web documentary starring the face of its Lady Dior handbag line, Marion Cotillard.

Announced via the teaser spot shown above, the series will see the French actress giving sneak glimpses into life at the famed fashion house. A new episode will be unveiled every two weeks.

The teaser opens with an an animated feature of two silhouetted characters unzipping a black evening dress. Another jumps for joy before the film cuts to real-life footage of New York traffic, iPhone sketches, camera snapping and measurements in an atelier.

At one point Cotillard is seen posing in the same look as that of her campaign set in the Oscar Niemeyer-designed Communist Party HQ in Paris from earlier this year (as shown below), suggesting the series will feature much behind-the-scenes footage from her other work with the brand.

Later, she appears having her “last fitting” for “look B”. The spot ends with a knock at the door…

Asos introduces interactive mobile mag

Asos has launched an interactive weekly magazine designed especially for the iPhone and iPod Touch.

Fashion Up, as it’s called, is a free app released every Monday featuring information on the latest fashion trends, inspiration from celebrity and street star styles, and how-to guides for nail art, make-up and hair. Created by the in-house team behind the e-tailer’s print magazine, it also incorporates click-to-shop technology.

“Available globally, Fashion Up is intuitive, easily digested and image based, meaning you can consume the weekly edition on the move,” said Duncan Edwards, editorial director of Asos Magazine.

The first issue, released yesterday, includes a beauty editorial from WAH Nails, and an exclusive acoustic performance from indie band Two Door Cinema Club.

An Android version will release later in the year. See more in the video below:

Vogue.co.uk relaunches

Vogue.co.uk has unveiled a re-imagined website that ties a new navigation structure with a sleeker, more elegant visual approach for its 1.3m unique monthly users.

Informed by information architecture, it debuts a new left-hand browser bar as well as ‘Topic Timeline’ pages that see everything from news stories and catwalk shows to galleries and Vogue covers come together by brand, people or events. The search therefore becomes an important research tool for users, and the site even more of a “definitive, constantly developing archive of each of fashion’s most influential names”.

Editor, Dolly Jones, said: “Inspiring and informing millions of users worldwide, for nearly 17 years Vogue.co.uk has been at the forefront of fashion online, and this re-imagining is the culmination of all we’ve learnt to date, simultaneously taking advantage of the most sophisticated and innovative technologies available. The visual appeal the site delivers as a result of its expansive and engaging images is immediate.  Retaining the unique Vogue spirit and position as the pre-eminent fashion media brand, while capitalising on the smartest innovation going, we could not be in better shape to continue to dominate the sector.”

The new site also allows the Vogue team to mix image sizes and post videos, music playlists and quotes for the first time.

Meanwhile, during catwalk season, a new immersive gallery will incorporate all aspects of a show at once, including backstage, front row and the collection itself. The top panel on the homepage, which normally features a single large image related to one main story, will also be broken up to showcase multiple designers over this period.

As for the commercial aspects of the redesign, it aims to provide a bigger creative canvas than ever before. Jamie Jouning, digital director of Condé Nast, said: “Full screen, responsive HTML5 ads are available for key sponsors, and our best-in-class gallery experience provides advertisers with the opportunity to run hugely impactful gallery interstitials.  In-depth site analysis also guided us towards the creation of bespoke “in-content” ad formats that sit elegantly within the main article experience.”

Built in HTML5 and CSS3, the site is also device responsive, meaning it adjusts to suit the screen being used. Ralph Lauren acts as launch sponsor with a series of ads taking advantage of the technology to showcase its autumn/winter 2012/13 collection.

January to June 2012 statistics show Vogue.co.uk received an average of 29,945,632 page impressions and 1,292,805 unique users per month.