Tag Archives: live

Swarovski to generate content via Facebook and Twitter for store windows

9 Jul

Swarovski is inviting consumers to send in suggestions of how London inspires them to help build creative for its Regent Street store windows.

Part of the brand’s “Iconic London” campaign ahead of the 2012 Olympics, it is encouraging users to participate via Facebook and Twitter using the #IconicLondon hashtag.

Illustrative design duo Good Wives and Warriors will then be transforming the windows with a live art event taking place over two days from the evening of July 16, and again on July 31.

“The store will be magically transformed, from a crystal forest, into a surreal and kaleidoscopic world full of colourful, dreamlike illustrations inspired by London,” reads the write-up.

Fans will be able to discover if their suggestion has become a part of the artwork by watching it come to life online. Their names will also be painted into the illustrations.

The resulting designs will also act as an exclusive preview of Swarovski’s autumn/winter 20112/13 collection, Kingdom of Jewels. Other stores across London will feature a unique creative also designed by Good Wives and Warriors.

Swarovski previously launched a campaign inviting fans to interact with an augmented reality Facebook app.

David Gandy to join Twitter Q&A line-up during menswear collections

14 Jun

Model David Gandy has just been announced as a key industry insider partaking in the British Fashion Council’s live Twitter Q&A this weekend.

A follow up to yesterday’s post about the digital innovations shaping London Collections: Men, he joins fellow members of the BFC’s Fashion 2012 Menswear Committee, designer Richard James and Esquire editor Alex Bilmes.

The public is being encouraged to send in questions ahead of time using #ASKLCM, touching on subjects as varied as fashion, life and love, as well as even beer, football and curry! Each session will last 30 minutes.

Here’s the full schedule:

Friday June 15, 11am
Richard James, designer

Saturday June 16, 11am
Alex Bilmes, editor, Esquire

Sunday June 17, 12pm
David Gandy, model

London menswear shows to benefit from multiple digital initiatives

13 Jun


London’s first dedicated menswear fashion week is focusing on engaging with consumers via digital, thanks to multiple innovations backed by the British Fashion Council.

London Collections: Men, which kickstarts Friday and runs through Sunday, will incorporate everything from live-streaming to pinning, as well as a film programme and augmented reality-enabled windows.

Here are some of the highlights:

Pinterest
Leading industry figures such as Jeremy Langmead, editor-in-chief of e-commerce site, Mr Porter, will share their moments from the week’s events by pinning onto the British Fashion Council’s newly launched Pinterest page. The public is also invited to participate by using the hashtag #ManAboutTown. The request is for menswear street style photos, whether taken at the event or anywhere else around the world. The resulting images will be collated on a dedicated pinboard and in a Facebook album in a bid to “provide a crowd-sourced visual collection of the best of British men’s style”.

Twitter
On Twitter, @BFC is not only pushing conversation around the #londoncollections hashtag, but hosting a series of Q&A sessions with members of its Fashion 2012 Menswear Committee, including Alex Bilmes, editor of UK Esquire magazine, and designer Richard James. The live interviews can be followed via #AskLCM.

Interactive image gallery
In celebration of The Prince of Wales officially launching the event at St James’s Palace tomorrow, the BFC has published an online image gallery dedicated to his style. Within it, users can explore outfits ranging from highland tartans to Savile Row suits, discovering the origin of each and learning more about the brand that made it. His preferred London labels are also plotted on a map alongside a picture of the related garments.

Aurasma
Following in the footsteps of Net-a-Porter’s Fashion’s Night Out and Karl initiatives, Mr Porter has teamed up with augmented reality technology company Aurasma, to bring the windows of The Hospital Club (the main hub for the event) to life. By scanning the life-sized catwalk illustrations with the Mr Porter Style Help app, users will be able to see the latest show footage.

Film and live-streaming
There is also a screening room within The Hospital Club that will run the BFC’s Fashion/On Film programme, sponsored by high street retailer River Island. Included will be an evening hosted by Test Presents with DJ and fashion luminary Jeffrey Hinton, who will show excerpts from his 80s film archive; as well as panel member Kathryn Ferguson discussing fashion film with female menswear designers, Carri Munden (Cassette Playa), Katie Eary and Martine Rose. Every show held at The Hospital Club as well as those at the Topman Venue will also be live streamed, both online and on mobile.

Topshop celebrates Diamond Jubilee with Meadham Kirchhoff in-store and online events

30 May

Harrods did it, so did Tatler, now Topshop is connecting with consumers via digital (as well as in-store) to celebrate the Queen’s Diamond Jubilee this weekend.

The high street retailer has partnered with design duo Meadham Kirchhoff to host a “Fashion Spectacular” at its flagship Oxford Circus store on June 1. The party will feature a “special performance” at 5pm GMT that will be live-streamed on Topshop.com for all those outside London wishing to see.

Fans are also in with the chance of winning a Meadham Kirchhoff Jubilee glitter tee and a £500 shopping spree by tweeting a picture of themselves to @Topshop using the #TopshopQueen hashtag.

Other treats in-store include Meadham Kirchhoff for Topshop Jubilee face art; designer sweets handed out by Meadham Kirchhoff usherettes including multi-coloured candy floss and pink glitter popcorn; and Meadham Kirchhoff-designed glittery Jubilee paper crowns for every £60 spent.

Digital snippets: Oscar de la Renta, Victoria Beckham, Kate Spade, Bloomingdale’s, Nike

23 Apr

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

  • Oscar de la Renta live pins bridal show (as pictured) [The Cut]
  • Victoria Beckham’s social whirl [WWD]
  • Bloomingdale’s virtual reality windows let shoppers try on shades [NY Daily News]
  • Nike creates new Twitter RSVP system to facilitate shoe releases [Stupid Dope]
  • New Balance Boston’s digital community board gives real-time running updates [PSFK]
  • LVMH on managing its brands on Facebook [WSJ]
  • US Elle tries Facebook commerce, launches shoppable trend guide [Mashable]
  • Fancy hits 500,000 users, 1,000 merchants [Gigaom]

Mugler reveals digital plans, live consumer access to Paris Fashion Week show

24 Feb

Mugler, under the creative direction of Nicola Formichetti, has released a full timetable documenting its digital activity around next week’s Paris Fashion Week show.

Formulated by digital agency, Moving Image & Content, the #MuglerLive program includes live Formichetti interviews with bloggers from China and Brazil, backstage access to castings and fittings, and even a preview of the new collection. It begins the day before the show.

Viewers will also be able to ‘command’ Formichetti’s assistant, Prince, in the atelier throughout by using the hashtag #askprince. He will become the eyes and hands for viewers, answering special requests as well as questions on what’s happening behind the scenes.

The experience will be live broadcast on Mugler’s Ustream channel, with the show itself taking place on Wednesday, February 29 at 9pm CET. Here is the full schedule of activities, beginning the day before…. (timings are subject to change – check @muglerlive for real time updates)

Tuesday, February 28:

1pm: Live Q&A on Weibo with blogger Han Huo Huo regarding inspiration for the new collection

1.30pm: Hair test – beauty team & Formichetti to discuss with international beauty blogger

2pm: Make-up test

3pm: Digital pioneering – Formichetti discusses his groundbreaking approach to all things digital with The Business of Fashion

2-4pm: Live fitting and casting

4-5pm: Collection walk-through – Formichetti chats with Vogue.it and previews a couple of looks from the new collection. Vogue.It will also submit crowdsourced questions from their social network community.

5-6pm: Casting Conversation – Formichetti discusses his casting choice and decision with Made In Brasil founder, Juliano Corbetta

7-9 pm: Special guests including bloggers, journalists, and buyers visit to preview the collection

Wednesday, February 29:

6-8pm: A Minute With Mugler – Formichetti’s friend Chris will question five people backstage, including a model, and someone from each of the make-up, hair, design and production teams

8pm: Rehearsal / choreography

9pm: Show livestream with live comments from Prince and Chris

9.30-10pm: Post show – follow Formichetti backstage to see what happens after the event

Digital snippets: Grazia, Barbour, Dolce & Gabbana make-up, Diesel, Honestby.com

6 Feb

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

 

  • UK Grazia magazine teases its Fashion Issue Live documentary series ahead of London Fashion Week (as above), crowdsources content [Grazia Daily]
  • Barbour ups spend on search ads to fight fakes [Marketing]
  • Behind-the-scenes on the Felicity Jones for Dolce & Gabbana Make-up shoot [Beauty High]
  • Honestby.com: a fashion e-tail revolution? Vanessa Friedman certainly thinks so [Material World]
  • Fashion tech boom: why it’s happening and how start-ups get funded [Fashionista]

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

19 Jan

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:

Forever 21’s holographic catwalk continues global tour

26 Oct

 

Forever 21 has brought its hologram fashion show to the US following a tour through various cities in Europe.

The seven-minute digital event hit Los Angeles last week and New York (as the above video shows) yesterday. It features a series of holographic models walking on a “cosmic runway”, climbing invisible staircases that light up underfoot, and disappearing in a burst of stars.

“Our customers are very digitally savvy,” says Linda Chang, senior marketing manager for the retailer. “We love that, because it challenges us to meet them head on with a fashion experience that’s innovative, fun and progressive.”

The show will now travel to Hong Kong, Shanghai and Beijing.

Forever 21 previously made waves in digital, with its interactive billboard in Times Square.

Burberry preps for SS12 digital extravaganza featuring Tweetwalk, Instagram takeover and a 4-D Rosie Huntington-Whiteley

19 Sep

Burberry has partnered with Twitter for its spring/summer 2012 show due at 4pm today, providing fans with a backstage Twitpic of every look before it hits the runway.

The “Tweetwalk”, as it’s been named, will allow @Burberry Twitter followers to see the collection moments before anyone else and in so doing once again confirms the luxury label’s status as a digital innovator.

Twitter’s new media gallery photo functionality also allows all of the images to be viewed in full – click here to see.

“We are thrilled to create the first ever ‘’Tweetwalk show’’ in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds,” said Burberry’s chief creative officer Christopher Bailey.

“Burberry was one of the first brands to truly understand Twitter’s ability to connect people all over the world with what’s most meaningful to them. Thanks to their creativity, fashion lovers everywhere will be able to see the new Burberry collection even before those in the front row,” added Tony Wang, general manager of Twitter UK.

The initiative comes as part of a move to offer fans the experience of the show from start to finish, providing them with greater access than ever before – in fact more so than those present – to enable them to feel a real part of the story.

Accordingly, the live-stream continues as per previous seasons with coverage of the red carpet in the build up to the event. It can be seen on various media partner sites as well as on Burberry.com and the brand’s YouTube and Facebook pages. For the first time, the brand’s 8m Facebook fans are also able to stream the show on their own page.

Meanwhile, the brand’s Instagram account is also joining in the action, this time with British photographer Mike Kus, the most followed user in the UK, at the helm.

And for those interested in buying spring/summer 2012 immediately, the brand’s runway to reality concept continues this season too – offering consumers the ability to purchase items from the collection exclusively online and at in-store events worldwide for one week for delivery within just eight weeks.

Meanwhile, those lucky enough to have a ticket to the show, will also be welcomed by “an immersive, multi-faceted experience” surrounding the brand’s new Burberry Body fragrance.

A 4-D hologram of face Rosie Huntington-Whiteley will be showcased in a scented room using innovative virtual imagery first pioneered by the brand for its Beijing store launch earlier this year.

Check out Bailey’s intro to today’s show, below:

%d bloggers like this: