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:
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…
Calvin Klein is set to launch an interactive digital campaign to help celebrate the release of its new men’s fragrance, Encounter Calvin Klein, this September.
“Dare to Encounter” as the initiative is called, encompasses a virtual journey and a series of challenges for users to unlock and engage with on a dedicated website.
Fronted by True Blood actor Alexander Skarsgård, who was announced as the face of the scent in June, it follows a tale of desire with the brand’s other campaign star and supermodel muse, Lara Stone.
It uses animated GIFs (as shown) to “capture moments from the television advertising shoot and bring them to life in an unexpected way”.
All those who complete the challenge will be granted access to watch the Encounter Calvin Klein short film, and be entered into a prize draw.
The campaign was created by Fabien Baron of Baron + Baron, alongside Calvin Klein’s in-house advertising agency CRK, and interactive media and technology agency AKQA.
It’s set to be a bit of a quiet week on here as I head to the Cannes Lions International Festival of Creativity and become consumed in all things ad-land.
Be sure to check out all the action via Twitter as usual though, and in the meantime, read on for a handful of great stories from around the web surrounding all things fashion and digital over the past week:
- Michael Kors launches digital series ‘Living the Kors Life’ (episode one above) [FashionGoneRogue]
- Louis Vuitton pushes Kusama collection via augmented reality app [Luxury Daily]
- Rebecca Minkoff to bring new lookbook to life with animated GIFs [WWD]
- E-Commerce is head over heels for Pinterest, and for good reason [All Things D]
- Retailers feast on free Facebook tools, shun ads [Reuters]
- Luxe brands register for domain names [WWD]
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Burberry releases sneak preview of its forthcoming eyewear campaign (as above) [YouTube]
- Nike continues tech offensive, launches e-commerce football app [The Next Web]
- ShoeDazzle scraps monthly subscription model, adds lingerie and dress lines [Fast Company]
- Macy’s looks to capitalise on tech-savvy generation [Brand Channel]
- Elle UK boosts magazine subscriptions following live stream of Kristen Stewart cover shoot on Twitter [Media Week]
- My-Wardrobe co-founder launches LoveHats.com, incorporates virtual try-on service [WGSN Tumblr]