Some more great stories from around the web surrounding all things fashion and digital over the past week:
- Burberry opens digitally integrated store in London (as pictured) [Mashable]
- Marie Claire claims UK first with Dolce & Gabbana video ad in October issue [Media Week]
- Ralph Lauren previews SS13 accessories collection on Instagram [WWD]
- Proenza Schouler’s spring collection was inspired by Tumblr [Refinery 29]
- Uniqlo promotes San Fran store with interactive experience starring YouTube cat Maru [TheInspirationRoom]
- Zappos crunches Pinterest data to suggest tailored purchase recommendations [Contagious]
- New York Fashion Week street style is often a billboard for brands [NY Times]
Dior is set to launch a seven-part web documentary starring the face of its Lady Dior handbag line, Marion Cotillard.
Announced via the teaser spot shown above, the series will see the French actress giving sneak glimpses into life at the famed fashion house. A new episode will be unveiled every two weeks.
The teaser opens with an an animated feature of two silhouetted characters unzipping a black evening dress. Another jumps for joy before the film cuts to real-life footage of New York traffic, iPhone sketches, camera snapping and measurements in an atelier.
At one point Cotillard is seen posing in the same look as that of her campaign set in the Oscar Niemeyer-designed Communist Party HQ in Paris from earlier this year (as shown below), suggesting the series will feature much behind-the-scenes footage from her other work with the brand.
Later, she appears having her “last fitting” for “look B”. The spot ends with a knock at the door…
A great teaser video here for the all-new Dior.com, which just launched today:
According to WWD, the revamped site unites Dior’s fashion and beauty offerings at one address in a bid to engage young consumers and reinforce the brand’s luxury orientation and couture roots.
“It’s like putting everything in one store. Today, we are more and more doing big stores because we really want people to experience our universe,” said Sidney Toledano, Dior’s president and CEO. “The only thing missing now is the smell.”
In terms of design, a particular highlight lies in the video section of the site, where more than 80 pieces of content are hosted in a circular slideshow (as pictured below) said to echo the entry rotunda of the brand’s flagship store on the Avenue Montaigne.
Dior is also planning to add a digital magazine, viewable on the web, iPhone and iPad later this year.
Read the full story over at WWD: Christian Dior upgrades world on the web
New York designer Jason Wu has launched an official Twitter account under the name @MissWu_NY, offering insider information as though from the brand’s owl of spring 2011.
“She’s sort of this phantom muse who embodies what we’re about,” said Wu. “I thought it would be more interesting to have her perspective. Having a bird that tweets — it just seemed natural, right?” reports WWD.
The feed follows a myriad of unofficial handles claiming to represent the brand.
Wu has also unveiled a new website designed by Li Inc in collaboration with Sweden Unlimited, which offers greater interaction for the consumer. A new section called Craftsmanship provides an inside look at the collections, while there is also video content and e-commerce capability for handbags.
“As we grow, we want to have that direct interaction with the customers. I want to tell our story in a deeper way,” Wu told WWD. “Unless you come to the showroom, you don’t see all the work that goes into one garment. With today’s fast fashion, it’s important to give people reasons why we are a luxury brand. I want them to see how laces are embroidered, or that what looks like ruffles from afar are actually 50 clusters of hand-sewn flowers.”