Love this – H&M has released a time-lapse video showing a 220ft hand-painted mural of David Beckham in his new Bodywear collection, going up on 34th Street and 8th Avenue in New York.
The process reportedly took two weeks. “Enjoy the making of one of America’s oldest forms of advertising,” reads the YouTube synopsis…
No surprise to hear that last night’s Super Bowl XLVI hit an all-time record on Twitter in the sports event category. The ‘Social Super Bowl’, as it was readily dubbed, hit an average of 10,000 tweets per second during the last three minutes of the game.
But there were two other digital aspects to the game that I loved, no less because they’re related to the fashion industry…
First up, is all about H&M. As we already know, the Swedish retailer aired its new David Beckham Bodywear ad during the second quarter, which inevitably proved a key conversation point in the social space (it’d be interesting to break those Twitter stats up minute by minute not to mention demographically).
But, the company also very cleverly paid attention to what else might hit a high in terms of chatter, and of course came up with Madonna’s halftime show. Consequently the trending topic for #Madonna was sponsored by H&M. Genius:
(Image via @AmyJoMartin)
The second great thing, of course, was the digital stage set accompanying Givenchy-clad Madonna, and its subsequent shout out to Vogue.
The interactive installation was designed by Canadian multimedia studio, Moment Factory. Here’s a closer look:
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”:
Below is a preview of H&M’s David Beckham Bodywear ad, due to air during the second quarter of Super Bowl XLVI on Sunday.
The retailer is also set to unveil a hand-painted version of Beckham in his underwear on a billboard on Eighth Avenue and 34th Street in New York, this week. The process will be documented as a time-lapse video on YouTube.
Here’s a sneak peek at what’s to come from the Marni for H&M collection in spring 2012.
“I wanted to create a true Marni wardrobe by revisiting all our favorite pieces in signature fabrics and prints. As always, I love juxtaposing prints and colors, mixing modern tribal with Bauhaus graphic adding sporty utilitarian elements,” said the Italian label’s founder and designer Consuelo Castiglioni about the collaboration.
She can be seen styling various looks in the video, which also features H&M’s Margareta van den Bosch and Style.com’s Tim Blanks.
Click here for a selection of images too.
In celebration of today’s Versace for H&M collection launch in Europe and Asia, here’s the campaign video for those who haven’t yet seen it.
As Donatella concludes: “My house, my rules, my pleasure”:
H&M on Google+
So we all know Google+ launched its brand pages this week. And we all know there’s a ton of commentary flying around as to whether companies should actually get involved or not.
But while we’ve been talking about it; others have been doing it, the fashion industry included.
According to Google’s blogpost announcing ‘Pages’ officially, Burberry, H&M and Macy’s were the first fashion partners.
In little over 24 hours however, numerous more have jumped on board. It’s a case of the usual suspects, and many of them don’t have any content on as yet, but here’s a list of some of them so far in anycase:
Be sure to note how dynamic the Burberry and Kate Spade pages look with the animated gifs they’ve added, and check out the pictures below for some of the first posts:
Burberry's Christopher Bailey gave a video introduction to Google+ (click to watch)
ASOS jokes about how quiet things are on Google+
Macy's introduces its new Google+ page
Kate Spade uploads a new profile picture to its Google+ page
Uniqlo welcomes everyone to its new Google+ page
Have you found more? Please add them to the comments below…
Check out the behind-the-scenes video for the forthcoming Versace for H&M TV campaign. In it, Donald Schneider, creative director for H&M, and Donatella Versace herself are both interviewed.
Meanwhile, models Lindsey Wixson and Daphne Groeneveld can be seen flying backwards down a flight of stairs, walking on an oversized hamster wheel, and climbing inside an enormous birdcage.
Some more great stories from around the web surrounding all things fashion and digital over the past week:
- My-wardrobe.com profile: can Sarah Curran (pictured) compete with Asos? [The Guardian]
- L2 releases 2011 Fashion Digital IQ study (as below), Burberry take top spot, Kate Spade a newcomer, Hermès and Prada plummet [L2 Think Tank]
- Olivia Palermo launches own fashion blog, employs five staff and at least 11 contributors [Elle]
- Vogue among Condé Nast titles to join iPad by early 2012 [Mashable]