Digital snippets: Peter Som, Bergdorfs, Prada, Jean Paul Gaultier, American Eagle

There’s been a lot happening in the fashion and technology space over the past couple of weeks, ranging from Proenza Schouler’s new site to Net-a-Porter moving into the beauty space. News of Pinterest’s new analytics platform and Facebook’s planned integration of the hashtag have also hit. Here are the rest of the highlights sourced from around the web…

Don’t forget to check out this wrap-up report from SXSW Interactive as it applies to the fashion industry too.

 

• Behind Peter Som’s 3.3 million Pinterest followers [BoF]

• Insider Access: Q&A with Cannon Hodge, Bergdorf Goodman [Fashion’s Collective]

• Wes Anderson and Roman Coppola made a Prada film (as per above trailer) [Fashionista]

• Jean Paul Gaultier launches responsive web design [Web&Luxe]

• American Eagle spoof video pokes fun at skinny jeans trend [NY Daily News]

• Neiman Marcus launches fashion contest on Pinterest [WWD]

• Justin Bieber plays drums in adidas NEO interactive lookbook [MTV Style]

• Aeropostale launching new tech for teens [Business Insider]

• Puma seeks to celebrate individuality with Worn My Way lifestyle campaign [Marketing magazine]

• 3D printing clothes at home could be reality by 2050 [PSFK]

• Google Glass app identifies you by your fashion sense [NewScientist]

• Zalando concept car spots fashions, transforms into changing room [Gizmag]

• China entering e-commerce and mobile “golden age”. So why are fashion brands lagging? [Jing Daily]

• What real-time branding means for luxury brands [Luxury Daily]

Digital snippets: Facebook, 3D printing, Weibo, Topshop, Calvin Klein, Anthropologie

It’s set to be a little bit quiet on here over the space of the next week as I head down to Austin to check out this year’s SXSW. In the meantime therefore, here’s a quick round-up of some of the best fashion and digital stories from around the web these last few days:

• Facebook redesigns news feed: what’s in it for brands [Inc]

• Dita Von Teese debuts 3D-printed dress (as pictured) [Mashable]

• Dior, Prada, Marchesa, Elie Saab and Giorgio Armani top Sina Weibo’s most buzzed about brands from Oscars red carpet [WWD]

• Topshop is fashion’s most social high street brand [The Wall Blog]

• Calvin Klein launches Dark Obsession fragrance ad starring model Matthew Terry [The Cut]

• Content marketing with Instagram: five lessons from Anthropologie [The Bureau]

• Dove Canada’s Photoshop ‘hack’ reverts airbrushed, edited photos [Huffington Post]

• Five brands that reaped rewards after adopting responsive design [Econsultancy]

• One e-commerce winner, one loser; two lessons – Farfetch vs Luxup [Material World, FT]

• Shangpin taps China’s fashion e-shoppers [Financial Times]

Oscar winner Jennifer Lawrence features in making-of Miss Dior handbag ad

 

In case you hadn’t heard enough about Jennifer Lawrence this week (be sure to watch this and this by the way), here now is a video from the behind-the-scenes of her debut Miss Dior handbag ad.

Shot by Willy Vanderperre, it shows the new Oscar-winning actress posing for the spring/summer 2013 stills shots, all the while speaking over the top about her love of Dior and the timelessness of the bags in question.

“Dior represents beauty and strength in women and that’s how I feel when I’m wearing his clothes, they just make you feel so confident,” she says.

Kudos to Dior for adding her to their Academy Award-winning line-up: Marion Cotillard, Charlize Theron and Natalie Portman included.

On that note, Portman’s latest Miss Dior fragrance film, directed by Sofia Coppola, is also just out. “La vie en rose”, as it’s called, is a beautiful spot, and well worth the watch…

Gucci releases new Frank Miller film for Guilty Black fragrance launch

 

Gucci has released another film in its Gucci Guilty series once again directed by Sin City creator, Frank Miller, and starring actors Evan Rachel Wood and Chris Evans.

This time celebrating the launch of its new Guilty Black men’s and women’s fragrances, it sees Evans riding towards the camera on a black Norton 750 motorcycle. He is shortly forced to a halt as Woods’ Rolls Royce Silver Cloud swerves ahead of him, then inviting him in for somewhat of a midnight liaison.

“His danger-loving vixen is chasing her game. And this time their pleasure knows no boundaries,” reads the write-up. “Fearless in their passion, they are brazen, shameless, unpredictable – ready for each and every explosive encounter.”

It was shot at Cinecittà Studios, the legendary home of Italian cinema, and once again features the soundtrack Strangelove by Friendly Fires and Bat for Lashes.

Creative Director Frida Giannini said: “These characters have come to fascinate us. We need know the next chapter in their story as it unfolds through Guilty Black.”

Watch the original here:

Jean Paul Gaultier celebrates grown-up ‘enfants terribles’ with digital advent calendar

Jean Paul Gaultier has launched an online campaign for the festive period centred on a digital advent calendar.

Created with digital agency Isobar, and housed on jeanpaulgaultier.com, the calendar’s 24 dates appear as the inside pockets of Father Christmas’ coat (in this case with Jean Paul Gaultier playing the role).

Each one reveals a variety of games, entertainment and prizes to be won. Designed for “grown-up enfants terribles“ (Gaultier’s own long-standing nickname), and celebrating “the Christmas of naughty children”, it features animations including sexy reindeers and naughty elves, and names such as “Shake your snowball” and “Eat the log”.

“Once upon a time, it was a Christmas unlike any other. An alternative Christmas, an upside down Christmas, a new slant on Christmas, as only Jean Paul Gaultier could imagine it, “ reads the write-up.

Users will be able to open three pockets at random each day, followed by a further three when they share the experience with their Facebook or Twitter friends. Prizes include bottles and boxsets of fragrance, Jean Paul Gaultier stuffed animals and a special gift due to be revealed on Christmas Eve.

Check out the intro video below:

Dior focuses on savoir faire with documentary look at J’adore fragrance

Dior has released a 20-minute online film showcasing the creation of its J’adore perfume.

“Le Parfum – The Film”, as it’s called, documents everything from the sourcing of the scent’s raw materials to the blowing of its glass bottle. To do so it travels from Paris to Murano via Provence and India.

All the while, the Parfumeur Créateur of the Maison Dior, François Demachy, carries the story – albeit in French (a three-minute subtitled version lives on jadore.com).

The write-up reads: “This wayfaring film demonstrates that the birth of a perfume is due as much to the talent of its creator, as to the quality of its raw materials.”

It continues: “Timeless images show the expert techniques of those who cultivate and harvest. Astonishing moments reveal the know-how of those who obtain essences and absolutes from the rarest flowers. This beautiful escapade takes us into the splendour of regal, generous and respected nature.”

Claude Martinez, president and CEO of Parfums Christian Dior, told WWD: “For us, the wish was to [have people] really rediscover the art of perfume and creative passion that animates all the creators working around a fragrance. In a world where fragrances seem to be more and more marketed, more and more ephemeral, I think it’s important to have generations and future generations rediscover that perfume is a true savoir faire. It is a métier of art, a métier of artisans and it’s not recipes from a computer. But it’s voyages, it’s people who grow flowers, it’s people who mix them after, glassmakers.”

The documentary is complemented by a 60-second spot narrated by J’adore face, Charlize Theron. Released on TV in the US on Saturday, it has already received nearly five million views on YouTube.

According to WWD, it is slated to roll out on TV globally through December, as well as in cinemas in France and China. The Jadore.com microsite also hosts more information about the flowers, the creators and the bottle.

Watch both the 60-second and 20-minute version of the film, below:

 

Digital snippets: Chanel, Barnaby Roper, Michael Kors, Tod’s, Littlewoods, Chopard

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

 

• Chanel No. 5 surges on viral video chart, aided by Brad Pitt parodies (as above) [AdAge]

• Barnaby Roper’s Nowness film pushes interaction with user-controlled “future catwalk” [Nowness]

• Michael Kors lauded for digital desire: report [LuxuryDaily]

• Why Chanel won’t be available online any time soon [Telegraph Fashion]

• Tod’s releases apps to accompany Italian Portraits book [Vogue.fr]

• Littlewoods to mount live Facebook TV gadget show [Marketing Magazine]

• Chopard launches e-commerce in the US [CPP-Luxury]

• Ikea releases clever making-of video with alternative storyline starring Darren the Bear [PSFK]

• Business of Fashion reaches 500,000 followers on Twitter [BoF]

• Menswear e-tailers peddle salvation in a box [BloombergBusinessweek]

• Consumers turn to social media for customer service [WWD]

Digital snippets: Bodyform, Chanel, Gap, Uniqlo, Thomas Pink, Hermès, Facebook

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

 

• Bodyform responds to viral Facebook rant with ‘The Truth’ video (as above) [HuffingtonPost.co.uk]

• Brad Pitt’s Chanel No 5 ad: the smell of disaster [The Guardian]

• Gap tests Whispering Window ‘invisible audio’ displays [BrandChannel]

• Uniqlo model draws as much on Intel and Toyota as Gap [Wired]

• Thomas Pink launches instant mobile check out app [The Drum]

• Hermès gets tech-y with computer-inspired ties [Styleite]

• Facebook tests new ‘want’ feature for retailers [FT]

Chanel launches microsite documenting its history

It might not be the industry’s most exciting story, but it’s great to see Chanel not only announce something digital-related, but do so with an exclusive on a tech site – Mashable.

The French fashion house launched a new miscrosite dedicated to the history of its founder and its legacy products on Friday.

Inside-chanel.com currently features a timeline of the brand from Coco Chanel’s birth in 1883, to its direction under Karl Lagerfeld in present day, as well as a section focused on the No. 5 fragrance.

“Chapter One”, as the latter is referred to, looks at how “a revolutionary scent created in 1921 continues to be the best-selling and most famous fragrance in the world,” according to the company’s Facebook page.

It includes chronological ads (print and TV) as well as a short film called For the First Time, as shown below.

According to Mashable, additional sections accompanied by films will be introduced to the site over time.

“Telling our history on the web and making it accessible to as many people as people is yet another way of marking our difference, reaffirming our values and forming emerging markets by enabling them to discover a world to which until now they had little — or no — access,” a Chanel spokesperson said. “We have always been an innovative brand — that is what we wanted to get across.”

Mashable adds: “Chanel, it’s worth pointing out, only sells its fragrance and beauty collections online, but the company has upped its investment in online content over the past couple of years, particularly in the development of short films.”

A couple of other examples worth checking out include Valentino’s digital archive, and Dior’s online magazine. Check out the No. 5 film below, as well as a number of images from the Inside Chanel site…

Digital snippets: Isaac Mizrahi, Lanvin, Helmut Lang, Lady Gaga, Vogue

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

 

• Isaac Mizrahi to sell fashion line exclusively on LivingSocial [Mashable]

• Lanvin reveals new campaign film starring real models from print ads (as above) [Fashionista]

• Helmut Lang launches guest blogging series [WWD]

• The rise of the blogger designer [Telegraph Fashion]

• How to make a perfume ad go viral: just be Lady Gaga [AdAge]

• Product videos nudge apparel shoppers toward register [eMarketer]

• Vogue mines intel from 2,000 fashion-focused females with virtual focus group, Style Society [AdWeek]

• Le Book selects fashion videos for New York Film Festival next spring [Vogue.co.uk]

• Infographic: for brand engagament, visuals rule [Mashable]