Louis Vuitton’s #PFW live-stream sees shareable three-second video clips

Louis Vuitton rounded out the fashion week season in Paris this morning with a live-stream show that invited viewers connected via Facebook to record and share their own short video clips.

“Share your favorite moments with your friends,” said the intro from the brand. Accordingly, it allowed users to capture up to three seconds of the show in a small window on the bottom left of the stream they were watching. They could then play it back before agreeing to post it to their Facebook timeline for their friends to also see.

The idea is similar to that launched by Topshop last season, which enabled users to “Shoot the Show”, posting still images to their pages. LV’s idea moves the concept on, while simultaneously tying to the success of apps like Vine that are focused on short, easily shareable videos.

In practice it was a little bit sticky, as well as restrictive in terms of what you could capture – the smaller window mainly showed close-up shots of the collection, and the frame didn’t allow you to snap multiple sections like Vine does. Still, it’s a great leap forward again for the social side of fashion weeks.

LV also invited users to its “Social Room” during the show, a side bar that opened out to reveal a multitude of social media updates from both its own official accounts as well as from guests and publications in attendance.

Mugler livestreams A/W 12/13 men’s show for four days

In case you missed it, Mugler live streamed for four straight days on its Facebook page for its Paris menswear show this week.

The 24/7 hour content – led by creative director, Nicola Formichetti – included everything from make-up tests and model rehearsals, to the show itself and post-event interviews.

“Showing everyone the craziness just makes sense,” Formichetti told WWD ahead of the launch. “They want to be a part and see the madness, and honestly I wouldn’t mind having a million little stylists giving me their input. It feels totally next level for us.”

Here’s the just-released runway video, featuring a soundtrack by Azealia Banks:

Loewe uses social media for exclusive insights ahead of SS12 #PFW show

Loewe is offering its Facebook and Twitter fans exclusive behind-the-scenes access on its journey to its spring/summer 2012 show in Paris on Saturday.

The “Diary of a Collection” campaign reveals daily sneak peeks including inspirations, fittings, craftsmen at work, headshots of the design team and more. There will also follow backstage prep including hair and make-up.

The images have been beautifully shot using Instagram. See all of them, here.

Louis Vuitton show to offer panoramic digital experience

Wednesday’s Louis Vuitton show will see consumers offered greater digital access than ever before with a complete panoramic view of the venue.

On www.fashionshow.louisvuitton.com (which is also accessible via the iPad and iPhone) as well as on the brand’s Facebook page, fans will be able to explore both the show and backstage through the eyes of a camera that captures a fully panoramic view of its surroundings.

You’ll be able to look in any direction and explore the room as though you’re actually there. Exclusive behind-the-scenes access will also be made available.

The show will be broadcast live on Wednesday, March 9, at 10am (GMT +1). It will also be possible to return and re-watch the digital experience over the following weeks.

The initiative ties in with the brand’s “commitment to feature purely editorial content through social channels”. It follows in the footsteps of launches such as last year’s 360° view of runway styles and the iPhone app Amble.

Emphasising the luxury company’s commitment to digital, I even like the fact the company’s press release ends with six social media links:

“Stay connected with Louis Vuitton at:
www.facebook.com/louisvuitton | www.twitter.com/LouisVuitton_HQ
www.youtube.com/louisvuitton | www.foursquare.com/louisvuitton
www.louisvuittonamble.com | http://u.youku.com/louisvuitton”

Good effort.

Digital snippets – 07/03

Dolce & Gabbana A/W 2011/12

I’ve returned from a work trip to an inbox full of digital news and launches. Here are a couple of highlights:

• Live-streamed backstage videos and a wall of tweets at Dolce & Gabbana in Milan [Vogue.com]

• Fashion retailer Asos sets up shop on Facebook [Business Week]

• Office celebrates launch of its first designer collaboration with PPQ with an exclusive video [Office]

• Behind the scenes on a Uniqlo shoot with Orlando Bloom and Charlize Theron [Vogue.co.uk]

• And not stricly speaking anything to do with digital, but an update on the Galliano story. Despite being fired from Dior following his arrest and the subsequent release of an incriminating video, his show went ahead in Paris yesterday. Reports also state the collection will go into production. [Reuters, Style.com, Vogue.co.uk]