Archive | July, 2011

Digital snippets: Stella McCartney, Vogue’s Online Fashion Week, American Apparel, JC Penney

29 Jul

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

Stella McCartney's autumn/winter 2011/12 campaign

  • Stella McCartney ups social activity with new website, second edition iPad app and ad campaign preview [WWD]
  • UK Vogue to follow up Fashion’s Night In with Online Fashion Week this December []
  • American Apparel to launch eBay store [Nasdaq]
  • JC Penney introduces “Haul Nation” for teens to blog about fashion [Social Times]
  • Project Runway fans vote for designers on Twitter [Mashable]

  • Start-up looks to change fashion search engines with visual intelligence technology [WWD]

I’m now away for 10 days, so there won’t be any posts for a while. Expect a mega digital snippets update on my return!


HUGO fragrances makes use of head-tracking technology with new interactive video

28 Jul


Hugo Boss has created an interactive video experience for the launch of its new men’s HUGO Just Different fragrance.

Based on the idea of seeing things through new angles and perspectives, the video – called Kino – uses real-time head-tracking technology to let the user take control.

As you turn your head from left to right, your webcam switches between three different stories that are seamlessly integrated together under the headings of ‘movie’, ‘story’ and ‘theatrical’.

For those without webcam capability, it also works by using your mouse keys.

It was directed by video artist and filmmaker Marco Brambilla.

The TV ad campaign for the fragrance, meanwhile, features musician and actor Jared Leto.

“The idea of the campaign is about turning things on their head. It’s about new perspectives, exploring new territories and eventually going on a journey and finding out something about yourself,” he said.

Donna Karan launches ‘The Power of a Woman’ campaign short

27 Jul


Donna Karan has released a short film to accompany its autumn/winter 2011/12 ad campaign.

Directed by Inez & Vinnodh, it goes by the title of “The Power of a Woman”, and takes its inspiration from the brand’s 1992 campaign featuring model Rosemary McGrotha being sworn into office.

“It doesn’t take an ad campaign to make women feel powerful, but oftentimes how we dress plays a huge roll in how we feel,” wrote DKNY PR Girl on her blog. “For Fall 2011, Donna is once again inspired by a woman empowered. She’s powerful because she makes a difference. She’s powerful because she can be anything- a Senator, a Presidential candidate, a Mother.”

Isabeli Fontana stars.

See the complete video, here. And the print ads, here.

Mashable: QR codes get creative

25 Jul

There was a fun article on Mashable this weekend looking at creative QR code designs.

Included was this one from Louis Vuitton, designed by Tokyo-based agency SET, with anime artwork from Takashi Murakami, back in 2009:

Check out the rest of the top 15, here.

Digital snippets: Olsens and Anna Wintour, Vogue, Guess, Sephora, NYFW

25 Jul

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

  • The Olsen twins and Anna Wintour feature in QR code artwork (as pictured) [Mashable]
  • Vogue launches social media panel of 1,000 “influential” women as platform for advertisers [AdWeek]
  • Guess among brands adopting new technology that allows integration of own consumer information with Facebook’s ‘social graph’ user database [Brand Republic]
  • New York Fashion Week documentary premieres [Racked] rolls out new features to up sharing and discovery rates

22 Jul

Fashion curation site Lyst has introduced a number of new features including comments and Verified Accounts.

There are also new widgets, such as a follow button and embeddable collection, profile or product tools for use across the web.

The move comes in a bid to increase sharing and discovery rates for users, fitting in with a wider strategy to make online shopping easier and more engaging.

“These new features are part of Lyst’s mission to improve the way people share and discover fashion online,” said CEO Chris Morton. “We’re excited by the early impact they are already having on sales and growth.”

Read more about Lyst, here: From fashion curation to faux shopping with Lyst

Puma Social campaign continues with new ‘Pump Up’ ad

21 Jul

Puma has released a follow-up spot to its After Hours Athlete called “Pump Up”, as part of its continuing Puma Social campaign.

Created by Droga5, the ad features the popular “Everywhere we go” chant, enhanced with a nightlife twist.

Check it out below:

Kate Winslet in St. John’s behind-the-scenes video

19 Jul


US designer brand St. John has released a video featuring its new brand ambassador, Kate Winslet.

The behind-the-scenes spot shows Academy Award-winning Winslet being shot by Craig McDean for the autumn/winter 2011/12 campaign, while talking about what it means to be the new face of the line.

In it she discusses everything from the location and the collection to who inspires her.

Of the clothes she says: “They make you look extremely chic without trying too hard… and they aren’t clothes that only a model can wear. It means a lot to me to put across that message of strength and power and feminity in a real shape.”

Winslet follows in the footsteps of Angelina Jolie who previously starred for St. John. Her print campaign will launch in September magazines.

Digital snippets: Alexander Wang, Balenciaga, J Brand, Lacoste, Tiffany & Co

15 Jul

Alexander Wang's autumn/winter 2011/12 campaign

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

  • Alexander Wang projects new campaign video on New York buildings [Cut Blog]
  • Balenciaga launches official Twitter account [Twitter]
  • J Brand gets social with new website [WWD]
  • Lacoste ups digital presence with series of Facebook and celebrity initiatives [Brandchannel]
  • Tiffany launches What Makes Love True iPhone application [Luxury Daily]
  • Lucky magazine partners with ThisNext to personalise social shopping [Forbes]

A thumbs up for Louis Vuitton’s interactive campaign site featuring Angelina Jolie

15 Jul

The full campaign surrounding Angelina Jolie’s Cambodia journey with Louis Vuitton has been released on the brand’s website, offering users an interactive experience designed to keep them on the page.

And it works.

This is a great example of content that surrounds everything to do with what the brand is about, yet doesn’t ever actually push the product. Even the bag Jolie holds in the stills shot by Annie Leibovitz is her own six-year-old one.

Under the heading “A single journey can change the course of a life”, the interactive microsite features a series of short video interviews – a great example of ‘snacksize content’ – with the star explaining her relationship with the country.

In the first one, she says: “I first came to Cambodia about 10 years ago for a film and we were the first film back since the war, so we didn’t know quite know what it was going to be like, or what the people were going to be like, and it was the first time I became aware of landmines.

“I remember standing in the waterfall during one of our shots and they said ‘just stay on this side of the waterfall because that side of the waterfall still hasn’t been de-mined’. And I thought, as somebody from America, what does that mean, hasn’t been de-mined? It’s just the craziest, it doesn’t cross our mind that all these children, and people walking around these areas, have landmines in the ground and that’s just a part of their daily life.”

As the spot finishes, users are invited to enter the name of a place that has changed them the most in front of a map highlighting the locations chosen by others.

Further videos are available to watch for those who connect through Facebook, such as Jolie talking about being inspired by the people of the country, or how important it is to leave home comforts behind and become immersed in local culture even if that means sampling delicacies like crickets or beetles as her children do.

There are also portraits of local people in their natural surroundings, the chance to see Jolie and Leibovitz on set, and an interactive video through which you can hear sounds from the country such as the temple of Pradak Village or children playing in a rice paddy.

The brand’s reference to travel is cleverly integrated throughout the site, evoking a sense that the user too is on a journey. By selecting a left-hand tab that says “find your way” for instance, videos that have been seen appear under a heading called “where you’ve been”, and those still to be watched under “yet to discover”.

The video series finishes with a spot called “Advice for the journey from the world’s greatest travellers”. In it are lines such as “The world is a book and those who do not travel see only one page” from St. Augustine, and yet another chance to interact as users can either share the quotes with their Facebook friends or click for another.

Before you know it, you’ve been on the site for quite some time. Nicely done.

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