Net-a-Porter’s Massenet uses Instagram to share her life story

The coverage of Net-a-Porter founder Natalie Massanet’s talk at last weekend’s Vogue Festival might have been largely focused on her juggling motherhood and business, but for those that didn’t spot it, one of the most interesting things about her delivery was its accompanying digital component.

Massenet used Instagram – a platform she’s already very familiar with – to share images from her life. A digital autobiography if you will at nataporter_mystorysofar. It features over 120 shots, some of them photographs of her past, others quotes or captions, as well as titles marking off the chapters of her career. Each one is accompanied by a caption that explains its significance.

As Susie Bubble wrote: “It recounts her life, from her early years to studying at UCLA, to dabbling in modelling, film production and then moving into fashion journalism at WWD and Tatler to finally starting up Net-a-Porter in 2000.”

Do check it out here – it sparks some beautiful ideas on the way brands could have a little fun with the platform too.  As Bubble says: “You can’t peruse this Instagram autobiography and NOT be inspired and motivated to do something, anything.”

Matthew Williamson in Net-a-Porter Instagram takeover for #matthewmapped campaign

Matthew Williamson is guest posting on Net-a-Porter’s Instagram this week in a campaign that teases his own arrival on the social platform.

The London-based designer is sharing images of his favourite places from around the world on Net-a-Porter’s account twice daily for seven days. Each is tagged with #matthewmapped and the relevant location, therefore curating a geographic story of his travels that will result in a ‘Matthew Map’; an image that showcases all the shots together in one place.

“All week we will be sharing photos of [Matthew’s] inspirational travel destinations on our Instagram. Get inspired!” reads the intro post from Net-a-Porter.

“Follow me around the world in 7 days! MW x,” quotes the copy in the first shot from Matthew – one of him in Mauritius. Others so far have also come from Goa, Lake Tahoe, Venice and the Nevada Desert.

The initiative is being pushed across Net-a-Porter’s social platforms, including Twitter, Facebook, Google+, Pinterest and its blog, Fashion Fix. There are also posts showing relevant product from Matthew Williamson, such as an ombré sweater inspired by the sunset hues from the Nevada desert snap (as below).

It all leads to Matthew launching his own Instagram account from April 1. This will be run by the designer himself and include everything from shots of his creative inspiration to insight into his daily life (the profile picture for his account is shown at the bottom).

Rosanna Falconer, head of digital at Matthew Williamson, said: “We both felt it was crucial Matthew was posting his own visual story and personal photo diary. His aim is to encapsulate our core brand DNA, be it about colour or travel, art, nature, or interiors. He’ll share his sketching and his styling when he’s in the studio, as well as shots when he’s out and about with friends.”

The new feed will also see images shared from the brand’s #MatthewMagnified and #OhMW campaigns – the former stitching together different shots that zoom in to the details of collection pieces, and the latter featuring fans themselves wearing Matthew Williamson. “They have both proved so popular on Facebook and Twitter, and I always find fans taking the images from those platforms to Instagram on their own accounts, so it’s an obvious fit.” Falconer added.

Matthew can be followed via @matthewwilliamson on Instagram from April 1.

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: Donna Karan, Kate Spade, Natalie Massenet, Tommy Hilfiger, Alexander Wang

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

• Anjelica Huston gets behind the camera for Donna Karan hosiery film (as pictured) [Telegraph Fashion]

• Kate Spade’s digital play [WWD]

• British fashion gets a web dynamo: Natalie Massenet [NY Times]

• Tommy Hilfiger launches “le voyage seafarious” campaign, first ever webisode [Vogue.it]

• T by Alexander Wang taps Bon Qui Qui for spring video [AdAge]

• Rachel Roy opts for digital runway show [WWD]

• Whistles launches new website [Whistles]

• Milk Made’s top 10 Instagrams to follow for NYFW [Milk Made]

• How Pose became the ‘Instagram of fashion’ [Mashable]

• Here’s Net-a-Porter’s new magazine The Edit [Fashionista]

• Pinterest’s retail problem [AdWeek]

• Ebay in agency talks over fashion project [Campaign]

• Seven apps perfect for fashion week (or any week) [Refinery29]

• Branded mini-movies as China marketing tool: boom or bust? [JingDaily]

Matthew Williamson celebrates 15th anniversary with enchanting short film

 

British designer Matthew Williamson launched a short film yesterday to celebrate his 15-years in the industry.

“XV” stars Sienna Milller, Poppy Delevingne and Andrea Riseborough, as well as eight ballerinas from the Royal Ballet and even a unicorn. Shot at Aynhoe Park, a 17th century country house in Oxfordshire, it’s a beautiful spin inside the colourful, ethereal and imaginative world of Williamson’s own mind.

The plot (scripted by Mark Whelan) follows Williamson’s dreams as a 15-year old boy lying in bed on a school morning before his Mum (Riseborough) calls up the stairs to wake him.

It was directed by Tell No One’s Luke White and Remi Weekes, with the ballerinas choreographed by Random Dance company’s Wayne McGregor.

Williamson has also created a limited edition collection in collaboration with Swarovski for the occasion, seen worn by Miller, Delevingne and ballerina Melissa Hamilton in the film. It is otherwise available to buy exclusively at Net-a-Porter.com and the designer’s London store.

Below are a selection of behind-the-scenes images from the film, as well as a making-of video featuring interviews with the stars.

Digital snippets: Calvin Klein, M&S, River Island, Alberta Ferretti, Net-a-Porter

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

• Lara Stone dances to Salt N Pepa’s “Push It” in new Calvin Klein Underwear video (as shown) [GraziaDaily]

• M&S pledges to ‘fail fast and move on’ with £250m e-commerce drive [Marketing Magazine]

• River Island’s brand director Farida Kaikobad discusses social media [DisneyRollerGirl]

• Alberta Ferretti unveils revamped website [WWD]

• Net-a-Porter creates iPad app for entertainment and e-commerce [Econsultancy]

• Createthe Group launches social fashion game [WWD]

• New app Cinemagram draws brands with Instagram-like GIF function [MediaPost]

• Style Coalition introduces online video channel [NY Times]

Net-a-Porter teases Choupette Lagerfeld video

 

“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?”

The luxury online store has released a teaser (as above) featuring Karl Lagerfeld’s now infamous feline friend, Choupette, who just celebrated her first birthday.

A full-length exclusive video with the “oh so chic” cat, is slated to follow, presumably to tie in with the release of Lagerfeld’s second Karl collection on Net-a-Porter from today.

Got to love it when fashion doesn’t take itself quite so seriously…

#SXSW Interactive: a new must on the fashion calendar

I have just returned from the most incredible week at SXSW Interactive, where speakers varied from Al Gore and Sean Parker, to Ray Kurweil, Biz Stone and Dennis Crowley.

I’m in the midst of finishing off a piece on the key thoughts and ideas from the week – to be published elsewhere [UPDATE: if you're interested please email me for a copy].

In the meantime, I wanted to write one very short and simple blogpost that says, if you’re a fashion brand aiming to achieve anything along the lines of digital success, you need to go next year.

SXSW is the place to hear industry leaders (aforementioned and more) give expert insights; it’s the place to learn about new innovations and source fresh inspirations; and it’s the place where trends and directions for the tech world break.

But more importantly, it’s the hottest place to network with anyone and everyone also working in this space. Serendipity as Mashable calls it here. From meeting new start-ups and coordinating with established platforms, to swapping ideas with those from your own industry, it’s the perfect playing ground for getting your head both in the game and ahead of the curve.

And if that isn’t convincing enough, it speaks volumes to see which brands are already doing it. There this year were teams from Burberry, Victoria’s Secret, Calvin Klein, Ralph Lauren, DKNY, Neiman Marcus, Bergdorfs, Net-a-Porter and Moda Operandi… not to mention fashion-specific platforms including Lyst and publications from The Business of Fashion and WGSN, to Fashion’s Collective.

It was undoubtedly one of the most valuable experiences of my career to date.

I hope to see you there in 2013!

Net-a-Porter launches Karl line with pop-up window shops worldwide

Net-a-Porter returned to its virtual window shop concept to launch the new Karl by Karl Lagerfeld collection in several cities around the world today.

First previewed at Fashion’s Night Out in September 2011, the augmented-reality storefronts allowed customers to shop the collection by scanning products with their iPads or iPhones. In doing so, they were also in with the chance of winning various prizes from the luxury retailer.

The pop-up windows were on show in London, New York, Berlin and Sydney, as well as in Paris where Lagerfeld himself was in attendance. He told reporters: “We are making fashion and technology history.”

The 70-piece collection launched exclusively online at 10.30am EST worldwide; following which numerous pieces quickly sold out.

The site also hosts a huge variety of Karl-themed content, not to mention what can only be referred to as a Google Doodle-inspired logo, featuring Lagerfeld’s silhouette in place of the “a” in Net-a-Porter…

Digital snippets: Lagerfeld, Moschino, Dolce & Gabbana, ASOS Marketplace, Fab.com

Happy new year all! Here’s a handful of some good fashion and digital stories you may have missed over the festive period:

• Karl Lagerfeld creates app for new Net-a-Porter collection, users able to “Karlify” themselves [iTunes]

• Moschino launches Facebook photo app to engage with fans worldwide [PSFK]

• Dolce & Gabbana builds loyalty through fan-curated music video contest [LuxuryDaily]

• ASOS Marketplace sales grow 690% in a year [NewMediaAge]

• Tour the funky headquarters of the world’s fastest growing startup, Fab.com [BusinessInsider]

Lots more to follow soon…