Warehouse launches its AW13 Style Me If You Can campaign


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


Play Sheep Invaders here

Not got enough distractions in your life? Twitter and Pinterest not sucking enough productivity out of your day? Try this ‘Sheep Invaders’ video game instead. A twist on the cult Space Invaders game, menswear brand Monsieur Lacenaire promises one of its SS12 ‘Sheep Invaders’ knits to the highest scorer by May 1st…

Swarovski’s gamification move

Two Saturdays ago, 600 eager fashion geeks swarmed through the streets of London in an attempt to win the star prize of Swarovski’s Discover Your Light treasure hunt. The smartphone-operated SCVNGR game had its participants running in pairs from pillar to post, picking up clues from London’s fashion/music/art establishments. As the clock struck four, the game switched off and players headed back to base at The Royal Horticultural Hall in Pimlico.

As a blog partner (I supplied Vogue House as one of the clues), I was invited to the event to see the winners collect their prizes. Others London creatives who had submitted clues included Mary Katrantzou, artist Mark Titchner and writer Joe Dunthorne, a high profile roll call as befits a Swarovski event.

My interest in the project was to see how it was received by the public and what kind of punters such a game attracted. The general consensus was that although it got off to a slow start (there were grumbles at the beginning as players wanted to get on with the game), the game itself was exciting, engaging and a great way to learn about London. The participants were mostly twenty-somethings whose main objective was to win the big prize – a 5-star trip to Florence – or maybe a much-coveted Nirvana ring. As the weary players were fed and watered post-treasure hunt, the winners and runners up were invited on to the stage to collect their prizes (over £20,000 worth of glittering prizes were given out). The winning couple had practically sprinted the entire hunt to save time – I’d say their prize was well deserved.

SCVNGR is a new discovery for me, I’m not really into games, but it made me pay attention and I can certainly see now why people would want to take part – especially when luxury brands like Swarovski get involved. Now that they have set a precedent for fashion and luxury brands in the gamification space, I’ll be keeping an eye on who does what next.

Swarovski launches SCVNGR ‘Discover Your Light’ treasure hunt

‘Gamification’ has been talked up as the next big thing in digital fashion for a while, ever since Jimmy Choo employed Twitter, Facebook and Foursquare in its Catch-a-Choo treasure hunt, in fact. More recently, Netaporter’s ‘shop window’ app by Aurasma created a frenzy at Fashion’s Night Out as hoards of fashionistas (including one Anna Wintour) waved their smart phones in front of virtual Miu Miu shoes and Proenza PS1s in a bid to win the goodies on display in a one-night-only store front. (more…)