Tag Archives: River Island
River Island loves bloggers so it’s tapped some of its favourites to model its latest denim. Why this works? Because these super-bloggers will naturally share the shots on their own multi channel platforms, thus spreading the message far and wide. (It’s an international affair – amongst the bloggers are Italian Chiara Ferragni from The Blonde Salad, Australian Jessica Stein of Tuula Vintage and Spanish Gala Gonzalez from Amlul). Continue reading
The Eudon Choi for River Island shop is open! And aren’t the look book pictures fab?
The capsule collection is part of River Island’s Design Forum which gives emerging designers a platform to reach more consumers at an affordable price. Choi based his inspiration around Vogue photographer Peter Lindbergh’s 1991 Wild At Heart shoot, which famously featured the likes of Cindy Crawford, Naomi Campbell and Tatjana Patitz as bad-ass bikers girls.
Eudon Choi’s tomboy-luxe aesthetic is all about boxy, anti-bodycon shapes in rich fabrics. The silver leather jacket (£250) is likely to sell out first, swiftly followed by the biker boots (£110). But the biker-detailed utility jacket (£150) and leather-panelled coat (£200) are probably your best bet for cost-per-wear versatility.
There has been quite the brouhaha over River Island showing a ‘blogger-inspired’ range to the press at its AW12 press day. Consisting of statement accessories and clothes (think texture clashing, fearless colourplay, bold prints, embellished everything) a few style bloggers have taken umbrage at being thought of as people who just throw on gaudy mis-matchy outfits to get attention from streetstyle photographers or other bloggers. To this I say, lighten up! Keep calm, keep your head down and carry on. River Island (and H&M with its forthcoming Anna Dello Russo collab) are just thinking commercially with this idea. Because to achieve this look (which I’d say is a particular experimental-eclectic blogger look than a general blogger look) you do need to buy things in multiples. So River Island, H&M et al will maximise on sales of say, a top, a bag and three necklaces, rather than just one piece. It’s smart business thinking innit!
Having missed the press day and the chance to appraise the AW12 collection myself, I asked River Island’s press office for their thoughts. Senior press officer Melissa Collins says, “the blogger story is representative of a look that’s interesting, exciting, not afraid to experiment, not afraid to try looks that break boundaries and to push limits and fashion forward. Bloggers are ambassadors of street style which has become such a key element of the fashion industry today. As a brand, we are defining what real people are wearing and we feel that bloggers are the voice of the real people.”
I think the debate is quite an interesting one as it does beg the question, where does style blogging go next? I’m sure this one will run and run and I wouldn’t be at all surprised to see the debate discussed further in Grazia next week…
Image: River Island Instagram