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.
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…
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.
‘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…)
So last week rammed the point home that trainers are very much back on the fashion radar. Not only did Gucci launch its shinysupersexy Icon-Temporary pop-up trainer store in Covent Garden, but Jimmy Choo has gone all social media-savvy and used an interactive Foursquare/Twitter/Facebook game to launch its first trainer collection. The idea is to follow @CatchAChoo on Twitter to find out where an elusive pair of Choo trainers will be as it flits on its travels around London. If it tweets a destination and you happen to be there, you simply find the Jimmy Choo bag, present it to the Choo representative and say ‘I’ve been following you’. The trainers then become yours, but I don’t know what they look like and how they know they will be your size. Er, maybe you get a voucher? To join all the social media dots, CatchAChoo is also on Foursquare and Facebook. I think it’s a jolly idea but it launched last Monday and I don’t know how much of a buzz it has created as it only has 275 followers on Twitter. I would have expected more. Perhaps the fact that the game is only being played in London has put a few punters off.
Over at Gucci, Frida Giannini has enlisted pop hottie Mark Ronson to design a capsule range of Gucci trainers. Ronson doesn’t have any design credentials but hey, he’s well-connected and looks good in a Gucci suit, I guess that’s enough these days. The trainers are inoffensive but not nice enough to get me to to part with £395 (for the cheapest pair).
Jimmy Choo trainers:
I think I would prefer them if they looked more like Phillip Lim’s AW10 trainers: Having said that, you’d be hard pushed to find me in any fashiony trainers these days. My Nike Blazers and Vandals have been neglected for years because they just don’t sit right with a skinny jean and well, I think I just generally grew out of the whole competitive trainer mania thing.
Although I did get a wee frisson at the Canoe press day when I was introduced to the AW10 New Balance collection. I have always had a soft spot for New Balance, primarily because their old school 576 running shoe is my trainer style of choice – classic, functional with just a whiff of geography teacher. Also, did you know that many of the 576s are made in the UK? But the real reason I love New Balance is mostly to do with one Wes Anderson. The nerdy-but-stylish one has the very same New Balance 576s as me, complete with reflective logo. Fancy! Now I bet you wouldn’t catch him in a pair of Choos.