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…
Just back from travels and playing major catch-up with what’s been going on with all things fashion and digital over the past 10 days. One inbox down and a full scour of my favourite news sources later, and here are some of the highlights:
Why Burberry wants to bring the online experience to stores and not vice versa [Mashable]
Victoria Beckham most talked about designer on Twitter during NYFW, adds 57k followers (as pictured) [Vogue UK]
Social-commerce at NYFW and LFW ensures Fashion Week is a democracy for everyone to enjoy [DisneyRollerGirl]
Five digital highlights from New York Fashion Week [Mashable]
Target launches shoppable short film series [NY Times]
Phillip Lim “Kill the Night” comic available online [3.1 Phillip Lim]
“She’s white, fluffy and quite possibly the best-dressed cat on the planet,” reads the copy on Net-a-Porter’s latest video uploaded to YouTube. “Oh, and did we mention she’s a Lagerfeld?”
This is a very cute video teasing the release of the Shu Uemura by Karl Lagerfeld collection (launching November 2012).
Called “Mon Shu Girl Birth Story”, it’s an animated tale of the collection’s mascot coming to life, and a play on Lagerfeld’s admission that he has used the brand’s eyeshadows for sketching. Check it out below:
Elle Fanning as featured in Chanel's Little Black Jacket digital exhibition
Chanel has unveiled a digital rendition of its new Little Black Jacket photography exhibition, showcasing 113 pictures of celebrities and personalities taken by Karl Lagerfeld.
Thelittleblackjacket.chanel.com follows on from the brand’s book of the same name by Lagerfeld and Carine Roitfeld, available from autumn 2012, and the opening of its physical exhibition in Tokyo last week.
Included are shots of Charlotte Gainsbourg, Kirsten Dunst, Baptiste Giabiconi, Sarah Jessica Parker, Lily Donaldson, Stella Tennant, Yoko One, Elle Fanning (as pictured) and more. Each one is featured as though part of a rotating cylinder, random in its delivery and clickable to reveal full detail.
Some more great stories from around the web surrounding all things fashion and digital over the past week:
Selfridges launches The Film Project with Alexander McQueen (as above), Comme des Garçons, Dries Van Noten, Gareth Pugh, A.F. Vandervorst and Rick Owens [Karl is my Unkle]
Karl Lagerfeld launches new content-driven website [WWD]
Bergdorf Goodman partners with magazine app Zite to push brand-relevant lifestyle content [Marketwire]
Mr Porter launches global augmented reality fashion hunt [Mashable]
Nike showcasing ‘future of retail’ with pop-up Nike+ FuelStation in London [Creativity Online]
Gap launches new campaign integrating geo-fencing technology [PSFK]
