Tag Archives: backstage

Twitter Mirror arrives at fashion week with Matthew Williamson

13 Feb

twittermirrorMatthew Williamson is introducing the Twitter Mirror backstage at its London Fashion Week show this season.

Already becoming a regular feature of events such as The Grammys, The Oscars and even NBA games, this is a tablet usually positioned off-stage that enables celebs to snap selfies and autopost them to the event in question’s Twitter feed.

This will be the first time it is used at a fashion week. Williamson will have it set up for models to interact with in the build up to Sunday’s show. Each shot will be placed in a bespoke frame by the designer that reflects the new autumn/winter 2014/15 collection and its inspiration.

According to the brand’s head of digital, Rosanna Falconer, the aim was to give fans of the brand access behind-the-scenes in much more of a natural way than ever before. In previous seasons, Williamson shows have seen Vine used to reveal the details of the collection in real-time. Without intending to be, the best ones have always been when the models wearing the looks have been a little cheeky.

“This time we wanted to strip away the camera and the photographer, so it was just the models left, and see what we ended up with,” said Falconer.

Vine will be used during the show itself, with three posts revealing key pieces in full narrative – from sketch, to beading and final look. The brand will also continue its #ohmw campaign, handing out props branded with the hashtag to encourage attendees to similarly tweet and Instagram photos of themselves.

Dolce & Gabbana: #MFW’s social media winner

27 Feb

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I started this post with every intention of writing only about the beautiful videos Dolce & Gabbana has been posting on Vine surrounding its Milan Fashion Week show this week. Three in particular stand out – each of them zooming in on the intricate detail of the brand’s autumn/winter 2013/14 collection; the Byzantine and Venetian mosaic dresses, the elaborate jewellery and the beautifully beaded accessories.

Alas, those six-second loops are only viewable within the app itself and not on the brand’s Twitter or Facebook pages where they could also have been posted. On those instead however, is such a wealth of rich and relevant content on the collection otherwise, that it still seemed worth highlighting.

The craftsmanship and the inspiration behind the line – that would be the golden mosaics of Sicily’s Cathedral of Monreale – are the focus.

“It’s all in the details: the shoes of the Mosaics Collection are as intricate as the clothes,” reads a photo album dedicated to footwear images on Facebook. It was posted less than 12 hours ago and already has 30,000 likes and over 5,000 shares. The shot below by itself, meanwhile, has 7,000 likes, nearly 2,500 shares and over 500 comments.

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There are also albums dedicated specifically to the collection as a whole, the handbags individually, and the action backstage at the show. Each were originally posted on Swide.com, the Italian brand’s editorial property, which also hosts pages all about the sunglasses, the jewellery and the textures, not to mention the architecture and the mosaics of the cathedral itself.

For record – albeit a little repetitive by this point – there are also multiple posts on the brand’s Pinterest, Instagram and Tumblr pages.

A pre-show video meanwhile documents in a beautiful 30-seconds the artisans at work on their “slow and precise” mosaic-making. “The Mosaics Collection is perhaps one of the most intricate yet by Dolce & Gabbana which makes the video and crafts displayed all the more special,” reads the write-up.

And that’s the point here – the craftsmanship, talent and beauty of fashion is what so often makes it speak for itself if you just push the content out in the right direction. You don’t even have to like this collection to see why it works so wonderfully on social media.

 

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Whistles model throws a tantrum in comedy advent calendar video

3 Dec

We’ve already had digital advent calendars from Jean Paul Gaultier and Love magazine this holiday season. Now, Whistles is getting in on the act, releasing a calendar that’s stacked full of prizes for its fans every single day in the run up to Christmas.

Liberty London Girl announced the exclusive yesterday, and she’ll be tweeting on the mornings with the two biggest prizes too. They include “a trip to Paris for two, including two nights in a 5* Tablet hotel and a gift voucher to spend in the new Whistles concession in Printemps department store. Or a trolley dash in your nearest Whistles store, so you can race around the store and grab all the things you’ve been lusting after in one fell swoop?”

What I love however, is the genius behind-the-scenes video that goes along with it. That’s one miffed model…

 

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

6 Sep

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.

Oscar de la Renta fragrance hits Facebook

6 Apr

Oscar de la Renta has opted for social networking sites over traditional media to release its first fragrance in 10 years.

Riding on the success of the @OscarPRGirl Twitter account, Esprit d’Oscar was unveiled on the brand’s Facebook page with fans offered (now sold out) free samples when they “liked” the page.

A backstage video from the designer’s autumn/winter 2011/12 show has also been unveiled, which features models including Karlie Kloss each giving their opinion on the scent.

The fragrance is due to hit retail mid April.

Tripping up on the red carpet

10 Mar

Good point of view about the digital attempts around this year’s Oscars on the Iconoculture blog…

by Robert van Alstyne:

Any way you look at it, the 83rd Annual Academy Awards telecast was a dud. Fresh-faced cohosting talents James Franco and Anne Hathaway fell flat both critically and commercially. And ratings among viewers ages 18-49 were down 12% from last year (Variety.com, 28 February 2011).

But the accompanying online chatter soared. Twitter saw a volume of 36.4 million tweets during the five-hour telecast (PaidContent.org, 28 February 2011). ABC looked to join the dual-screen viewing frenzy by complementing its telecast with “Oscar Backstage Pass,” a mobile application that promised an inside look at Hollywood’s big night for just a buck.

What this actually amounted to was a spate of fixed-angle video feeds that users could click between to get a poorly lit glimpse of the Kodak Theater’s lobby bar or shakily shot take on the red carpet. It got worse when the curtain rose, with a snooze-inducing look inside the telecast control room featuring pumped-in muzak, and a pointless bird’s-eye view of the theater audience viewable only during commercials. Without the aid of curation, the user was always uncertain as to where she should be looking and when.

What made “Backstage” bunk was its complete social media disconnect, turning what might have been a seamless two-screen experience into a tiresome three-screen regimen for the viewer wishing to watch the telecast, use the app and enjoy Twitter witticisms simultaneously. To truly channel event-driven energy in the mobile space, seamless social media integration is as important as a Miramax-backed Oscar campaign.

[Iconowatch]

Oscars offer 360 digital experience

27 Feb

Given that I’m currently in Los Angeles and the build-up to the 83rd Academy Awards has already begun, I thought I’d post a quick update on all things digital surrounding this year’s Oscars.

It’s a big push from the Academy this year to involve as many people as possible, thus the tagline You’re Invited.

In a bid to attract a younger (and inevitably larger) viewership, young stars James Franco and Anne Hathaway have of course been recruited as the hosts, but so too are there a wealth of new online initiatives surrounding the event for the first time.

Between 20 to 30 cameras have been set up to offer online viewers a broader experience than ever before. Alongside the usual TV coverage, there is access to everything from a thank you cam to a press room cam. For just $4.99 fans can also purchase the premium All Access service which offers a 360 degree camera.

Those using an iPhone, iPad or iPod Touch can also download the Backstage Pass app which similarly provides live streams from the various cameras around the Kodak Theatre venue in Hollywood.

Across platforms, the coverage spreads not only from the red carpet and ceremony itself, but backstage to see things like the winners getting their statues engraved, and a look inside the Governor’s Ball celebration thereafter.

The celebrities are more into digital this year too with live tweets from host @JamesFranco and other stars during the show.

A great start – there were already 1600 tweets per minute about the Oscars at the beginning of the red carpet coverage.

Happy watching!

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