Marketing the modern muse

Posted on by Disneyrollergirl

At the press launch of Modern Muse back in May, it was made clear that this was a major launch. The biggest Estee Lauder fragrance launch for ten years in fact. And boy, have they promoted it. I’ve been to a launch, a dinner (when I sat next to master perfumer Harry Fremont himself – what a sweetheart), there’s been the ad campaign with Arizona Muse, a Facebook app to celebrate your own muse, and now a short film.

The film, by Steven Sebring is a gentle portrait of Arizona Muse, talking about her life in London, New York and Massachusetts. I love how it’s shot and how intimate and personal it feels (don’t miss the Super-8 moment at the end). Continue reading

Get the M&S coat off Grace Coddington’s back…

Posted on by Disneyrollergirl

M&S-Grace-Coddington

The best thing about the new M&S ad campaign (shot by Annie Leibowitz – what a coup!) is surely Grace Coddington in her mannish alabaster coat.

The all-star cast also includes Tracey Emin, Karen Elson and Olympic gold medal boxer Nicola Adams. A dramatic, last-ditched attempt at salvaging the brand? That’s what some people are saying and it’s true, times have been tricky lately, especially on the fashion front. This is certainly a bold move from Marks & Spencer to reclaim its place as one of our best loved retailers. Style director Belinda Earl has been busily rethinking the collections, pinning her hopes of success on M&S Collection. This is the rebrand of M&S Women, a considered collection that focuses on contemporary staples – with just fashionable enough proportions and colours to appeal to a fashion-literate customer without chasing trends. Let’s face it, M&S is in need of a clear identity and I think we’re all agreed that you can get your fix of neoprene sweatshirts from Zara and New Look; much better for Earl to up the ante in style and quality (and hopefully price) instead.

So the next few weeks will be pretty crucial for Earl and co, as the new collections drop and customers decide whether to buy…or not. Of course, next to tackle is the shop floor experience, but hey, baby steps, yeah? And should you want to get the Grace Coddington look (or Karen Elson’s, my second fave), all the campaign items are available to buy in Marks and Spencer stores and online at www.marksandspencer.com from next month.

In this picture, Coddington is wearing M&S Collection coat, £99; M&S Collection cardigan, £29.50; M&S Collection shirt, £25; M&S Collection treggings, £35; Autograph shoes £45. Here’s a closer look…
M&S-Collection-Coat-T491239-£99.00-Grace-Coddington M&S-COLLECTION TREGGING-T574963-£35.00

M&S-Collection-T385223-£29.50M&S-COLLECTION-SHIRT-T431600-£25.00

M&S-Autograph-Suede-Shoes-T022444A-£45 2

Guest post: Levi’s says ‘Good Things Take Time’

Posted on by Disneyrollergirl

1 Levis-Good-Things-Take-Time

Branded content is all the rage now, from etail sites with blogs and themed edits, to fully-formed in-house magazines from brands like Topshop, Acne and Cos. Levi’s Made & Crafted has gone about things in a different way, as guest contributor, LSN Global retail editor ALISON BISHOP reports… Continue reading

First look at Ryan McGinley and Chloe Sevigny’s videos for Uniqlo (and some of the 330 knitwear colour options)

Posted on by Disneyrollergirl

Ryan-McGinley-Uniqlo

“I guess I would wear cashmere if I wanted to feel cozy and comfortable. Cashmere always makes you feel like you’re being hugged by maybe ten people, and it also makes you feel like you’re right next to a fireplace.” So coos Ryan McGinley in soothing tones in this slightly cheesy video for Uniqlo.

Scoffing aside I must admit I’m tempted by the cut and colours of these Uniqlo men’s cashmere knits*, which are part of the silk and cashmere line and come in 330 colour options.  Continue reading

Sonia Rykiel AW13 ad campaign

Posted on by Disneyrollergirl

Sonia Rykiel has had a complete reboot under new creative director Geraldo da Conceição. For starters I think this AW13 ad campaign looks really fresh and strong – I love the use of illustration. Photographed by Mert Alas and Marcus Piggott, styled by Marie Chaix and modelled by Sam Rollinson, with art direction by m/m Paris, the inspiration comes from 1950s and ’60s advertising posters.
Sonia-Rykiel-AW13-campaign Continue reading

How Selfridges produced the world’s first co-created denim ad campaign

Posted on by Disneyrollergirl

Selfridges-Denim-Lovers-Campaign-Disneyrollergirl

How to capture the zeitgeist of the current moment? You could do worse than peer into a makeshift photo studio at precisely 730pm at the old Selfridges Hotel last Thursday. Here, 300 invited denim lovers gathered, smartphones in fist, to shoot the world’s first ‘co-created and interactive denim campaign’ for Selfridges’ new Denim Studio. Continue reading

Warehouse launches its AW13 Style Me If You Can campaign

Posted on by Disneyrollergirl

Warehouse-Style-Me-If-You-Can

Warehouse is ticking multiple trend boxes for AW13 and I don’t just mean fashion ones. Building on the success of its website relaunch last year, its AW13 campaign ‘Style Me If You Can’ joins the dots between social styling, gamification and fashion film.

So what’s the deal? Log onto Style Me If You Can, choose a lifestyle location, then drag and drop your location-appropriate outfit components from the suggested options into the ‘style gallery’. (If you like Polyvore, you might find this bit equally addictive.) You can then share your outfit on a number of platforms and enter it to be featured in the Style Me If You Can film and print campaign. If you’re one of the nine chosen winners, you’ll win a trip to Paris, Milan or New York, and your outfit will be featured in the campaign credited to you. To promote the campaign, Warehouse will release the film in nine chapters at 90 minute intervals on a single day, across its web, social and mobile platforms. Winners will be revealed on that day.

Interest piqued? Click below to play…

Style Me If You Can - Win a trip to New York - Enter Now

And here’s one I made earlier…

Warehouse-My Board

SPONSORED POST IN ASSOCIATION WITH WAREHOUSE

Band Of Outsiders SS13 campaign

Posted on by Disneyrollergirl

Another day, another ad campaign (I know, since when did ad campaigns become editorial?), this time from Band of Outsiders. Continue reading

Margaret Howell SS13 campaign by Koto Bolofo

Posted on by Disneyrollergirl

I’ll never get bored of seeing how things are made, especially with campaigns like this. Once more, Margaret Howell has worked with Koto Bolofo (surely one of the most poetic of photographers, if I may gush so), commissioning him to shoot at a specialist linen weaver in County Wexford, Ireland, underscoring the brand’s dedication to traditional fabrics and quality production… Continue reading

Saint Laurent AW13: Courtney Love and Kim Gordon by Hedi Slimane

Posted on by Disneyrollergirl

Complain all you like, I’m loving Courtney and Kim in Saint Laurent’s new ads. Even if Kim does look a little draggy. Also, I need to know who did her nails…

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