Topshop’s festival campaign sees Kate Bosworth return, star in interactive film

Topshop has launched a new festival-themed campaign fronted by actress Kate Bosworth that combines product, content and entertainment.

Inspired by “the attitude and energy of British festivals”, the initiative is anchored by an interactive film directed by Bosworth’s fiancé Michael Polish, who also shot her in the brand’s Winter Wonderland ad for Christmas 2012. It sees her on her journey to this year’s Coachella music festival in the Californian desert, wearing items from the new collection (16 pieces of which were based on her personal style).

Each item is “clickable, shareable and shoppable” via a custom-built player on Topshop.com, while the soundtrack is also downloadable on iTunes.

“This is about entertaining the customer and immersing them in our world, we want them to spend more time with the brand, share things with their friends. If they do that it will lead to a longer relationship rather than trying to get any short-term gains,” says Topshop’s CMO, Justin Cooke.

 

He also explains how many of the shots in the film (a selection of which are shown below), purposely lend themselves to social platforms like Instagram and Pinterest. “[They] are landscapes, architecture and not just clothing, so it will appeal to people beyond fashion which is something we always look to do,” he explains. His team has also been working with Pinterest to optimise all images so they can be pinned directly from the experience yet link straight back to the specific product pages on Topshop.com for the first time. The Pin It button will become a permanent fixture on the Topshop homepage in the future too.

The campaign will also see “Secret pop-up gigs” from new artists and established acts hosted worldwide, with invitations given at random to shoppers on mobile, on tablets or in-store, as well as made available through a variety of online competitions.

The concept continues in Topshop stores where the music playlists can be scanned using the Shazam app to gain access to content including an interactive festival guide on Topshop.com of the best festivals around the world.

Shoppers can also use the Topshop app to scan the barcode of products in the collection while in-store to unlock further hidden tracks and extra content related to artists playing at key festivals in their cities.

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.”

Topshop teams up with Google for LFW show

Topshop came out guns blazing with the announcement of its partnership with Google for London Fashion Week last night. Showcased via a very cool trailer from the team at Google’s in-house creative labs (as below), the initiative includes everything from a live model-cam to streetview access inside the autumn/winter 2013/14 show’s impressive Tanks at Tate Modern venue.

The idea is to use all of Google’s platforms to give viewers access to every aspect of the show as if they were “the model on the runway, the buyer in the audience, the make-up artist backstage, the designer fitting a look or the celebrity arriving”.

News quickly spread across the web, from Vogue to The Business of Fashion, and continued this morning on the likes of Wired and The Next Web. A headline from The Guardian, read: “Will Topshop and Google change fashion shows forever?”

Said CMO Justin Cooke: “By partnering with Google we are broadcasting the show to the consumer from every single perspective. A fashion show from concept to creation.”

So here’s the gist of it:

• Models including Cara Delevingne and Jourdan Dunn will all be wearing real-time, HD micro cameras that will enable viewers to experience the show from their perspective. Pre-stitched into the clothes and bags, these cameras will show detailed footage from the runway as well as backstage. They have been developed with SIS Live using the ‘Hawkeye’ technology from major sporting events like Wimbledon. Said Cooke: “The model-cam will steal the show and this partnership with Google will feed that. Viewers will search for ‘Cara on the runway’, and their content will get propelled around the world”

• Exclusive access to these models will also be provided over Google+, where a ‘Road to Runway’ digital diary will feature everything from the first fitting to the moment they hit the catwalk. There will also be a Google Hangout inviting viewers to see behind-the-scenes at Topshop’s headquarters ahead of the show and ask the design team questions as they apply finishing touches

• Topshop’s YouTube page will feature a live feed on show day in a bid to broadcast the event much like the Oscars. Hangouts will air from the red carpet, backstage and the front row hosted by the likes of editor Melanie Rickey, blogger Chiara Ferrangi of The Blonde Salad, and beauty blogger Tanya Burr. Cooke said: “Our customisation of YouTube is a big deal, it’s not just Hangouts with one or two people; we’re using it as a live broadcast, like the Oscars, like a live behind-the-scenes documentary”

• Google+ will also enable fans to ‘Be the Buyer’ with a hangout app that allows them to create moodboards of their favourite items from the runway while seeking video advice from Topshop’s own buying experts as well as those from Selfridges and Browns. This will feed data back to Topshop on what items or colours resonate the most with consumers

• As with last season, every element of the show is also shopabble, from the new collection, to the make-up, nail varnish and music. The shareable Shoot the Show and Customise the Catwalk initiatives will also continue, evolved this time based on customer feedback

•  Finally, there will also be a custom designed Google+ animated photo booth in Topshop’s Oxford Street flagship. Fans can try on outfits and have their pictures instantly uploaded to the store’s interactive digital window and Google+ page

If Burberry hadn’t already put London on the digital map, Topshop just did. Watch it all from 2.30pm GMT on Sunday, February 17.

Spring films arrive from Lanvin, Calvin Klein and David Beckham Bodywear for H&M

It’s been a bit of a week for fashion film releases, with highlights coming in from Lanvin, Calvin Klein and H&M surrounding the spring/summer 2013 campaigns.

 

Lanvin, a firm favourite every season thanks to the genius of creative director Alber Elbaz, has unveiled a spot that seems as though it’s just focusing on the print shoot in action. The models are each seen posing in beautiful surrounds very calmly, before suddenly a Skype call comes in from Elbaz who was unable to get to New York due to Hurricane Sandy.

What follows is highly amusing commentary from him on the “sick perspective” and “beautiful lighting” of the campaign. “It’s very very poetic, very chic,” he says. “There’s something very Californian about [it]… You know I’m still at the office. I feel I’m in a dream, I feel I’m in a cloud.”

 

Calvin Klein meanwhile, followed its Super Bowl underwear spot with the rest of its spring/summer campaign. Actor Alexander Skarsgård and model Suvi Koponen both star in its film, Provocations, which sees the men’s and women’s Calvin Klein Collection, ck Calvin Klein and Calvin Klein Jeans brands all brought together for the first time. There are three variations of it available: 10 minutes, 60 seconds and 30 seconds (above).

Shot on location in California by Fabien Baron of Baron + Baron, it focuses on recurring elements of fire, air and water as the pair are seen in a variety of “sleek, architectural settings to dark and mysterious milieus”.

 

And H&M roped in film director Guy Ritchie to shoot David Beckham in his first video spot for the retailer. The ad sees Beckham chasing after his family car after his bathrobe gets stuck in the door. As he runs / jumps / swims through the Beverly Hills neighbourhood he continues to lose other items of clothing remaining in just the boxers from his Bodywear line.

“David makes the perfect leading man,” said Ritchie. “For me this felt more than a campaign; it was like directing a short film.”

Kate Bosworth sings in Topshop’s Christmas film, revealed as face behind #whosthatgirl teasers

After an impressive teaser campaign that ran across social media channels for five days, Kate Bosworth has been revealed as the star of Topshop’s Christmas film (as below).

Stood atop a grand piano, the Hollywood actress sings a rendition of Winter Wonderland in the spot; a track that Topshop hopes has a chance of reaching number one. Accordingly, it is available to download on iTunes as well as through Shazam and Spotify.

The film was directed by Michael Polish and was inspired by the famous piano scene from 1989′s The Fabulous Baker Boys with Michelle Pfeiffer.

It sees Bosworth wearing a custom-made Topshop dress, designed by her in partnership with the retailer’s team. Both that and her shoes will be available to order on Topshop.com to tie in with its new store opening in LA in February 2013. The make-up worn in the film however is available to order immediately.

“This project brings together two important aspects of my life: cinema and fashion. I have always been a fan of the Topshop brand and it has been an honour to work with Sir Phillip and the team. I hope everyone enjoys watching it as much as we did making it,” said Bosworth.

She has also sent personalised digital messages introducing the film to numerous Topshop customers.

Check out a couple of videos from behind-the-scenes below too. And read more about the teaser campaign, #whosthatgirl, here: Topshop teases holiday film with social game of celebrity guess who

 

 

Topshop teases holiday film with social game of celebrity guess who – #whosthatgirl

Given the fact online films now pop-up left, right and centre from fashion brands and retailers, it’s always fun to see those who go the extra mile to make sure their fans are fully engaged ahead of launch, almost securing the spot’s virality before it does so.

Kudos then to Topshop, who has made its first holiday campaign an altogether more significant affair by using social media to tease who its star is.

“Winter Wonderland” will premier tomorrow on YouTube, fronted by a Hollywood A-lister. Accordingly, Topshop has been using Twitter, Facebook, YouTube, Google+, Tumblr, Pinterest and Instagram to build anticipation as to who she is.

 

Five teaser trailers reveal shots of her from the neck down, pictures on Instagram capture her in London over the weekend from behind, and comments on Twitter provide clues into where she’s from and what she likes doing. A board on Pinterest houses everything together in one space.

All of it is accompanied with the hashtag #whosthatgirl encouraging consumers to guess for the chance to win a £500/$1000 shopping spree at the store.

Justin Cooke, CMO at Topshop, said: “We are very excited about the launch of our first Christmas movie, its a true 360 degree campaign with some surprise elements that you will see tomorrow! We wanted to create real anticipation before it premiered and it looks likes its working with over 100,000 people watching 10 second teasers and an incredible number of posts and tweets across all platforms.”

Some of the clues have included:

This one is particularly fabulous:

And the guesses have been flying in. “From Elizabeth Olsen & Georgia May Jagger to Whitney Port & Diane Kruger…” tweeted Topshop on Saturday, December 1. So too have there been suggestions such as Cara Delevingne, Kate Bosworth, Chloë Grace Moretz, Emma Stone and more.

Fans themselves have been saying things like: “@Topshop’s #whosthatgirl competition is so addictive, keep trying to guess who it is, I really haven’t got a clue!”

And: “@Topshop #whosthatgirl can’t wait til Tuesday to find out if I’m correct, most fun game I’ve played in a long time, feel like a detective!”

And: “Tortured by @Topshop’s #whosthatgirl campaign. Talk about brilliant social media marketing. Can’t wait to find out who she is tomorrow!”

As for the film itself, Topshop says its inspired by The Fabulous Baker Boys – the film that made Michelle Pfeiffer famous. Until tomorrow then… (and some more pics below in the meantime).

Uniqlo UK pushes Heattech line with kinetic energy game

Uniqlo is encouraging consumers to convert their “social energy” through kinetic floor surfaces and a pop-up game console in various locations across London.

Designed to promote its thermal Heattech collection, the initiative sees footsteps transformed into energy at the entrance of the Japanese retailer’s flagship store in the UK in order to power digital screens, and custom-made game consoles inviting consumers to “step to generate” in exchange for an item from the line.

These “heat spots” (as pictured) are accompanied by an online version on the Uniqlo UK Facebook page, and a mobile game accessible via QR codes located on the heat spots and in Uniqlo store windows.

The resulting energy from both online and offline, as well as conversations around Heattech via Facebook and Twitter, are then being calculated and showcased on the in-store screens.

The campaign launched in Covent Garden in London on October 25 and continued in the Westfield London shopping centre over the weekend. From tomorrow, Monday, October 29, it will run in Westfield Stratford and Bluewater in Kent.

Harrods invites Facebook fans to decide Burberry collection buy

Luxury department store Harrods has decided to listen to the voice of its consumer for the autumn/winter 2012/13 season, by handing the buying decision of the forthcoming Burberry collection over to its Facebook fans.

The day after the designer’s show at London Fashion Week on Monday, Harrods will post images of every look on its Facebook page. Those that receive the most likes, will be incorporated into the store’s buy for the season.

It’s an interesting move for a store renowned for its somewhat elitist approach to retail. But crowdsourcing for inspiration (as well as confirmation) is becoming an evermore appealing route for those in tune with successful social strategies.

The argument in this case is almost certainly that it’s common sense those outfits proving the most popular at this stage will end up being the ones that sell once they hit the floor later in the year (though the profile of the Harrods Facebook fan versus the actual Harrods shopper could be questioned).

It’ll be interesting to see how this develops and ultimately, whether it works.

Look out for my forthcoming opinion piece on how this season’s fashion week shows have been about offering full consumer access versus providing press and buyers with new digital exclusives…