DVF’s Google Glass film released

As promised following her show at New York Fashion Week on Sunday, Diane von Furstenberg has released a film recorded using Google Glass, the search engine giant’s new augmented reality eyewear. Check it out:

 

DVF introduces Google Glass to NYFW catwalk

Models took to Diane von Furstenberg’s New York Fashion Week catwalk yesterday wearing augmented reality eyewear supplied by Google.

Google Glass, as the technology is known, lets users interact with the digital world through what looks like a cyborg cross between glasses and headgear, with a small square of glass functioning as a screen over the right eye.

Although still in early stages, it’s designed to offer a variety of smartphone capabilities, including effortless viewing of messages, taking pictures and recording video.

“It’s been under development for over two years now, and the goal is to really connect you to digital life without really taking you away from real life,” Google co-founder, Sergey Brin, told WWD. In a statement from Google he added that beauty, style and comfort are as important to Glass as the latest technology.

But it’s the idea of sharing that DVF particularly wanted to tap into. “Are you ready to see the DVF runway show from an entirely new perspective?” she teased over social media along with the #dvfthroughglass hashtag ahead of its start.

What that referred to was not only the fact the Google Glass eyewear would be taking to the catwalks, but also that she and team had been using it to record footage from their own viewpoints throughout. The result will be documented in a short film called “DVF through Glass” due for release this Thursday on the designer’s  Google+ page and Google’s YouTube channel.

“For the past week, we’ve been using Glass to capture the DVF creative process from entirely new perspectives. Soon you’ll get a glimpse into what it’s like to design, prepare and experience the DVF show at New York Fashion Week through Diane’s eyes and a few other views,” reads the statement.

A series of images were also posted during the show of the device in action (shown below), including it being worn by Brin with DVF herself (as above).

Although introduced as Project Glass in April, this is the first time it has been experimented with in a commercial capacity, especially within the fashion industry. Reports suggest a launch could be expected as early as 2013, with a retail price in the region of $1,500. DVF’s versions were colour-coordinated with her new spring/summer 2013 collection.

[Images via DVF, Mashable, WGSN and WWD]

 

Digital snippets: NYFW, FNO, Emporio Armani, Isaac Mizrahi, Louis Vuitton, Versace

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

• How to follow New York Fashion Week online [Mashable]

• Emporio Armani becomes first fashion brand to launch branded playlist on Spotify (as pictured) [Branding Magazine]

• Digital highlights from Fashion’s Night Out New York [Mashable]

• Isaac Mizrahi expands reach with augmented reality [WWD]

• Louis Vuitton marks launch of Yayoi Kusama collection at Selfridges with short films by Ehsan Bhatti [TheInspirationRoom]

• Donatella Versace thanks one millionth Facebook fan [Web&Luxe]

• Anna Dello Russo records pop song and video to accompany her H&M collaboration [Telegraph Fashion]

• Pose, 1M users strong, brings its fashion photo app to the iPad [TechCrunch]

• Turning pins into purchase on Pinterest [AdWeek]

• And a bonus link: I want my clothing to be smarter… [Elapsed Time]

Digital fashion shows continuing during #NYFW this season

The move for online-only catwalk shows is continuing this fashion week with See by Chloé, ICB and Pierre Balmain all taking to PR agency KCD’s “Digital Fashion Shows” format.

First launched in February, the initiative enables invited press and buyers to view the collections from their computer, iPhone or iPad. Each show has been pre-recorded – See by Chloé in Paris, ICB in Brooklyn, and Pierre Balmain in Beijing.

They include a full catwalk experience, still images of the clothing and accessories with detailed information on each piece, and a complete write-up on the inspiration behind it. There is also beauty coverage from backstage.

“New York now sets the pace for newness between digital and fashion,” said Rachna Shah, managing director of KCD Digital.  “From business-to-business platforms, like Digital Fashions Shows and Fashion GPS, to live-streaming and runway social media applications, the American industry is pushing the digital envelope further and further each season.”

The See by Chloé show was available to view from 9am EST today (as shown in the pictures above). Pierre Balmain will take place at 9am on Monday, September 10, and ICB at 10am on Tuesday, September 11.

Lyst turns to Google Plus for backstage Hangouts with key influencers during NYFW

Social shopping site Lyst is set to host live Google Plus Hangouts backstage during New York Fashion Week this season.

The initiative will see pre-show video interviews taking place with influential editors, bloggers and the designers themselves at the venue, while seven other people invited by the platform connect in remotely and ask their own questions.

Fans will be able to watch the Hangouts as they happen live on YouTube, as well as send in questions in advance to be asked by the host.

The first one will take place tomorrow, Friday, September 7, with the Rebecca Minkoff show at 3pm. Hosted by Teen Vogue’s Eva Chen, the coverage will see interviews with Rebecca, as well as with the hair and make-up artists behind-the-scenes.

On Saturday, September 8, the Tibi show will include an interview with blogger Leandra Medine of The Man Repeller.

“Google+ is becoming a great place for people who are passionate about fashion to meet, share style tips and promote new brands. We’ve been impressed and excited by the ways Lyst is using Google+ to connect with fashion enthusiasts and build a global fan base by the hundreds of thousands,” said a Google representative.

After each of the shows, Lyst will send out the video along with a collection on the site of the favorite looks from the influencers interviewed.

Meanwhile, Lyst has also invited Nina Garcia and Olivia Palermo to broadcast their favourite looks live from the runway. This “Live Lysting” program will see them both share their top items with their followers on the platform.

As individuals add them to their own lists, they guarantee an alert will reach them as soon as that item comes into stock in any store worldwide. This runway tracking tool was launched by Lyst a year ago.

“Lyst is all about letting people craft their own fashion experience by following their favorite brands and influencers – in Nina and Oliva, we’ve got two of the industries most exciting curators for our users to follow,” said Chris Morton, CEO of Lyst.

Digital snippets: adidas, Garance Doré and Kate Spade, Bergdorf’s, Hipstamatic

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

• adidas builds on Olympic success with ‘Don’t Stop Me Now’ Team GB video (as above) [The Drum]

• Super blogger Garance Doré launches collaborative collection with Kate Spade [Vogue.co.uk]

• Bergdorf Goodman’s online push [WWD]

• adidas creates sneakers that display real-time tweets [PSFK]

• W magazine partners with iPhone photography app Hipstamatic [Mashable]

• Faces of NYFW aggregates real-time data from fashion week [Fashion Notes]

• The potential of e-commerce in China [MaoSuit]

Calvin Klein unveils new Tumblr, launches partnership with blogger Hanneli

Calvin Klein revealed its first foray into the world of Tumblr this morning, with a new blog designed to give fans an editorial view of the brand.

CalvinKlein.tumblr.com will host current and archival advertising campaigns as well as inspiring visuals from the brand’s intersection with the worlds of art, architecture, style and music.

The launch is being fronted by a partnership with blogger Hanneli Mustaparta who will contribute content in her own #Hanneli tagged category.

She will be given behind-the-scenes access to the brand’s new collections, which she’s expected to review, style and photograph. She will also post about her interactions with the company’s creative directors and models, and her attendance at events in New York and abroad as a guest of the house.

The move follows Mustaparta’s role tweeting for the brand during New York Fashion Week in February.

The blog was announced by Calvin Klein’s EVP and chief creative officer, Melisa Goldie, during a talk at the Decoded Fashion conference in New York yesterday.

“We think that Tumblr is a perfect platform for us to explore the personality of the brand and accentuate our iconic imagery, and all of us at Calvin Klein are grateful to [Tumblr’s founder] David Karp for helping us to make our vision on Tumblr a reality.”

She confessed to being somewhat late to the Tumblr party, but insisted it was down to ensuring they had the ability to connect fans with the classic Calvin experience. “When you visit us on Tumblr, I think you’ll find we’ve done exactly that,” she added.

She also outlined the company has increased its financial commitment to online marketing from 1% in 2009, to 23% in 2012. “This will allow us to take maximum advantage of Facebook, YouTube and Twitter, using each platform in a way that makes the most sense for our brand.”

Digital snippets: NYFW, F-commerce, Christian Louboutin, Louis Vuitton, Marni, Nike

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

• Jason Wu, Diane von Furstenberg, Marc Jacobs and Michael Kors prove most “talked” about in online space during NYFW [WWD]

• Retailers shut their Facebook stores; is this the end of F-commerce? [Mashable]

• Neiman Marcus launches social media challenge for Christian Louboutin’s 20th anniversary [Luxury Daily]

• Louis Vuitton sets short film series on major cities, starting with Hong Kong (as pictured) [WWD]

• H&M celebrates Marni launch with Instagram competition [FashionablyMarketing.me]

• Nike introduces Nike+ basketball sneaker with high-tech sensors [AllThingsD]

• Sølve Sundsbø’s The Ever Changing Face of Beauty installation becomes interactive iPad App [The Business of Fashion]

• Google to start selling glasses that will project information, entertainment and ads onto the lenses [NYTimes]

Oscar de la Renta crowdsources creative ideas through #theboard

Oscar de la Renta is inviting consumers to become a part of his creative process by launching a virtual pinboard open for anyone to post their ideas to.

In a new take on crowdsourcing, “The Board“, says the designer, is a call for anyone and everyone to help him out with ideas for his next collection.

“Don’t tell me, show me…” reads the tagline.

In an accompanying video address, he says: “Come with us, give us ideas; things that we haven’t thought about that you think will be great… I would love to embrace anything that you have to say.”

The initiative launched following this evening’s autumn/winter 2012/13 show in New York. There are already posts by the likes of Marie Claire fashion director Nina Garcia, Erica Domesek of P.S. I made this, and bloggers Tom & Lorenzo.

It follows hot on the heels of the fashion industry’s love affair with Pinterest.

Those viewing submissions can also share the inspiration of others on their own Facebook, Twitter and Pinterest pages.

Diane von Furstenberg gives fans backstage access to fashion week show with 30-second video series

Diane von Furstenberg is posting a series of short behind-the-scenes videos on its Facebook page in the run up to tomorrow’s New York Fashion Week show.

The 30-second snippets have been produced on mobile video app Viddy, and include interviews with the designer, highlights from the sample room and model castings and insights from other members of the Diane von Furstenberg team such as merchandising and PR.

The quick and frequent posts provide more of a Twitter experience than other backstage experiences. “The experience is designed to give fans a more intimate — and frenetic — look at show preparations,” reports Mashable.