McGinley shoots birds of prey for Edun campaign

 

Edun has released a campaign film for autumn/winter 2012/13 featuring birds of prey posing with models Miles McMillan, Zen Sevastyanova and Grace Bol.

Shot by Ryan McGinley, and premiered on Dazed Digital, it’s a moving image of the campaign’s photo shoot in action, not to mention the barn owl, eagle owl, spectacled owl, scoop owl and peregrine falcon included.

“Birds are wild and unpredictable creatures, very beautiful, but at the same time you always have a little sense of the danger because they are so much larger and more powerful than you might think. Occasionally they would fly away from the set and we would all just have to be patient and wait for them to return to work,” McGinley explained to Dazed.

Ali Hewson, the label’s co-founder (with husband Bono of U2), said: “These birds are a perfect metaphor for the wild, carefree spirit of Edun. The beauty and the energy of Africa is inherent in these images and our brand – a perfect collision of flight and fashion.”

The campaign is also a reference to McGinley’s own photography series, Animals.

Further behind-the-scenes images are below:

Digital snippets: Dior, YSL, Ralph Lauren, Zara, Lyst

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

 

• Backstage Dior video shows one million flowers being installed at couture show (as above) [Fashionista]

• YSL launches eyeshadow palette inspired by Facebook [Kiss and Makeup]

• Ralph Lauren organises Facebook send-off for Olympic athletes [Mashable]

• Zara to open Chinese internet store in September 2012 [China Retail News]

• Social commerce platform Lyst secures $5m funding [TheNextWeb]

• KCD and Spring form partnership for global fashion communications, will help brands navigate complex new media landscape [WWD]

• Designer uses Photoshop and textile software program to knit medical images into high fashion [The Atlantic]

Digital snippets: Alexander Wang, Nike+, Nordstrom, Elle UK, Woolmark

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

 

• Alexander Wang releases autumn/winter 2012 Confessional Series video featuring Shalom Harlow (as above) [Alexander Wang]

• Nike+ Kinect Training launch will mean virtual personal trainers in your living room [Mashable]

• Nordstrom teams up with GQ for e-commerce push [WWD]

• Watch Elle UK’s behind the cover video of David Beckham [Elle UK]

• Woolmark Co sets social media campaign [WWD]

• This start-up pulls in top pins on Pinterest and crossreferences against 250+ e-commerce sites [Business Insider]

• Some 15% of luxury goods sales are directly generated by digital media [FT]

• Square doubles its retail presence, now in 20,000 outlets [TechCrunch]

• Can social breathe life back into the high street [Guardian]

Making of video: Valentino lace espadrilles

This is a beautiful video from Valentino documenting the making of the brand’s lace espadrilles from its spring/summer 2012 collection…

 

via DisneyRollerGirl

Digital snippets: Alexander McQueen, Vogue, M&S, Nike, Guess, Bloomingdale’s

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

 

• Alexander McQueen backstage film AW12 (as above) [DisneyRollerGirl]

• Vogue.com, SHOWstudio win Webby Awards [WWD]

• M&S raids its archives to create interactive lingerie timeline [Pressitt]

• Nike projection mapping sees building twist [Digital Buzz]

• Guess Inc’s social strategy [WWD]

• Bloomingdale’s exec: RFID boosts inventory accuracy, sales [Luxury Daily]

• Japanese virtual stores designed to give realistic in-store experience [PSFK]

• Decoded Fashion conference highlights fashion and tech’s tricky relationship [BetaBeat]

• Infographic: could Pinterest be the silver bullet for retailers on social media [Mashable]

Video: Anna Dello Russo announces H&M collection

This is a great video interview with fashion icon Anna Dello Russo in conjunction with today’s announcement of her forthcoming accessories collection for H&M.

Set in her private home, it simultaneously provides an intimate look at her own enormous collection of clothes and accessories (which she refers to as her “fashion bibliothèque”), and amusingly touches on her self-opinion as a fashion victim.

 

The H&M line will include jewellery, sunglasses, shoes and bags, and launch on October 4.

“I am excited by this collaboration: this is the first time H&M involves a fashion director in a special project. This is the sign of an important evolution in fashion, and I am both thrilled and humbled to be the one chosen to lead it. I wanted to create precious accessories that are impossible to find.  As a stylist I know accessorization is essential: it is the personal touch to any outfit. With these pieces everybody can have fun, turning an ordinary day into a fantastic fashion day,” she said.

Calvin Klein unveils new Tumblr, launches partnership with blogger Hanneli

Calvin Klein revealed its first foray into the world of Tumblr this morning, with a new blog designed to give fans an editorial view of the brand.

CalvinKlein.tumblr.com will host current and archival advertising campaigns as well as inspiring visuals from the brand’s intersection with the worlds of art, architecture, style and music.

The launch is being fronted by a partnership with blogger Hanneli Mustaparta who will contribute content in her own #Hanneli tagged category.

She will be given behind-the-scenes access to the brand’s new collections, which she’s expected to review, style and photograph. She will also post about her interactions with the company’s creative directors and models, and her attendance at events in New York and abroad as a guest of the house.

The move follows Mustaparta’s role tweeting for the brand during New York Fashion Week in February.

The blog was announced by Calvin Klein’s EVP and chief creative officer, Melisa Goldie, during a talk at the Decoded Fashion conference in New York yesterday.

“We think that Tumblr is a perfect platform for us to explore the personality of the brand and accentuate our iconic imagery, and all of us at Calvin Klein are grateful to [Tumblr’s founder] David Karp for helping us to make our vision on Tumblr a reality.”

She confessed to being somewhat late to the Tumblr party, but insisted it was down to ensuring they had the ability to connect fans with the classic Calvin experience. “When you visit us on Tumblr, I think you’ll find we’ve done exactly that,” she added.

She also outlined the company has increased its financial commitment to online marketing from 1% in 2009, to 23% in 2012. “This will allow us to take maximum advantage of Facebook, YouTube and Twitter, using each platform in a way that makes the most sense for our brand.”

Elle UK live tweets Beckham cover shoot

UK Elle magazine provided its Twitter and Facebook fans with exclusive behind-the-scenes access to its July 2012 cover shoot with David Beckham in Los Angeles yesterday.

The initiative followed the success of a similar one with Twilight actress Kristen Stewart last month (she will cover the June issue). This however marks the first time the mag has had a solo male appear, which provided the editorial team with a wealth of opportunity to build hype around the event before Beckham’s name was revealed. A poll was cast on the website, alongside a series of teaser stories.

The live tweets began last night following the official announcement yesterday morning. Although full shots of Beckham weren’t ever shown, the editors set the scene with descriptions and snaps of everything from their lunch to the clothes rail being selected from. There was even a close-up on the football player’s tattoos – proof if it was ever needed. Followers were also invited to send in their own questions to @ELLEuk and through its #BeckhamElle hashtag.

The move is an interesting one for a magazine; tapping into the all-important notion of ‘real-time’ in today’s social media world by opening up the one part of its publication that tends to remain under wraps until it hits the shelves. On each occasion Elle has done it just enough to grab attention amid the “noise”, and yet not so much so as to damage levels of interest when the issue is actually printed. It’ll be interesting to see newsstand sales and subscription growth in relation for both.

The choice of Beckham is said to be a nod to the 2012 Olympic Games this summer. Elle’s editor-in-chief Lorraine Candy, said: “David Beckham is a national hero, so we saw an opportunity to shoot a celebratory cover to support an historical and patriotic year. He is an icon and Elle is known for featuring icons on its cover.”

The issue will be available from May 30. View more of the behind-the-scenes pics, here.

Digital snippets: Dior, Made Fashion Week, Moda Operandi, Bottega Veneta, Michael Kors, Dove

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

• Dior gains most post likes on Facebook during January (see above chart) [WWD]

• Sound technology enables real-time image sharing in Made Fashion Week’s new app [NY Times: Bits]

• Fashion start-up Moda Operandi: now opening to the world [Mashable]

• Behind-the-scenes as artist Jack Pierson works with Tomas Maier to create Bottega Veneta’s SS12 campaign, The Art of Collaboration [YouTube]

• Michael Kors uses Twitter and Instagram in Valentine’s Day campaign [Luxury Daily]

• Dove erects Valentine’s Day ‘tweet screen’ in London [Campaign]

• For fashion brands: your top 5 Pinterest questions answered [Fashion's Collective]

• YouTube beauty: top 10 channels to follow [Mashable]

Two more beautiful campaign films: Vanessa Bruno, Marni for H&M

Following on from the Prada, Victoria, Victoria Beckham and T by Alexander Wang post below, here’s a quick look at two further SS12 campaign releases this week.

First up is Marni’s H&M spot, shot by none other than Hollywood director Sofia Coppola. The ad stars actress Imogen Poots, and was filmed in Marrakesh, Morocco, at a house that Coppola once went to with friends. It is set to the soundtrack, Avalon, by Bryan Ferry:

 

There’s a great behind-the-scenes video here, too, in which Coppola says she wanted to do something artful that would represent Marni.

And Kate Bosworth returns to Vanessa Bruno again this season, in a beautiful film called Moonlight.

Directed by Stephanie Di Giusto, it comes accompanied with a conceptual passage describing it to be about “a stellar girl, a radiant girl who clutches onto the moon and arrives in an unknown land, on unmarred ground, as immaculate as her white ensemble”: