Tag Archives: Susie Bubble
Here’s the latest ‘Ask Alison’ guest post from retail expert and DRG contributor, ALISON BISHOP, on the new editorial ‘hub’ from ShopStyle.
It seems like the whole *social-curation/discovery-commerce/influencer-marketing (*choose your term du jour) trend has been crystalised with a new collaboration between ShopStyle and American Express. After a soft launch in November, the Style Inspiration Hub will be live for six months and hosts a range of curated content from fashion and beauty bloggers, industry insiders and online retailers. Susie Bubble leads the charge, writing about her signature eclectic style.
Of course everything is instantly shoppable and there’s new ‘style influencers’ content every week. At the press launch, ShopStyle CEO Brian Sugar told me: “There’s an evolution happening with brands that want to tell their story through content curators instead of more traditional media. Brands are looking at native advertising to target the audiences they want to reach.”
In his presentation, Sugar described ShopStyle’s four key business priorities as mobile, global, discovery and personalisation, adding that shopping via the new ShopStyle app will be a whole lot more personal and social with initiatives such as ShopStyle.it (to make Instagram shoppable) and a video technology partnership with Taggled.
ASK ALISON: WHAT DOES IT ALL MEAN?
Are we looking at a new era of synergy retail where mutually beneficial partnerships like this one work in tandem to reach new audiences? Well yes, ShopStyle has identified the way that consumers ‘snack’ on visual inspiration on their mobiles and made it instantly shoppable via a network of the industry’s top style influencers. At the same time, American Express is facilitating the platform and itself reaching a new audience – the younger, notoriously picky millennials – and doing it in a credible way. The challenge is to keep the content and contributors original and fresh so they don’t get lost in a vast sea of sameness.
I just watched Garage Magazine’s mini documentary on Style Bubble but in case you haven’t seen it, here it is again. Filming began a year ago and the result is a good 9-minute sum-up of the Fashion Week street style phenomenon. Tim Blanks makes most of the commentary but Imran Amed from Business of fashion is also featured, as is Susie Bubble and Phil Oh.
This London Fashion Week, I had a conversation with a well known street style photographer who mentioned that they have noticed a change. Some of their regulars have now decided they don’t want to be photographed, they’re actively ignoring street style photographers, even when in the past they were quite chummy. It’s not surprising to me. What die-hard fashionista wants to be seen embracing something once it’s been tainted with the naff brush? (I’m not saying street style is naff, but the bad publicity in this context could have that effect.)
Considering fashion and style blogging has been around for well over five years (this blog started in 2007), it’s odd how few books there are on the subject. Susie Lau and William Oliver have compiled Style Feed (published by Prestel), a brick of a tome documenting some of the most influential players in the global bloggersphere. Ordered chronologically, The Man Repeller, Vanessa Jackman, Style Rookie, Business Of Fashion and Advanced Style are included and (yay!) I get a good few pages too – thanks a million Susie!
Style Feed is available exclusively in-store at Urban Outfitters or online at Amazon and there’s a big old celebratory bash happening tomorrow at Urban Outfitters Spitalfields, which everyone’s invited to. One of the baddest-ass bloggers of them all, Fred Butler (also in the book obv) will be DJing. I might have to mug her for one of these.
If you’re not familiar with Imagine Fashion, let me enlighten you. The two-year-old video editorial site presents short films and interviews looking into the minds of fashion creatives – remember this one with Leila Menchari, who has dreamt up Hermes’ dreamy window displays for 35 years?
As part of its series ‘Creative Minds’, Imagine Fashion has featured probing interviews with Dennis Freedman, Susie Bubble, Scott Schuman and Constanza Pascolato. Oh and me (interviewed by Godfrey Deeny at the beautiful Couturelab store). Click here or watch below…
A bunch of bloggers are holding a sale in Susie Bubble’s yard on August 11th. All the info below. There will be shopping. There will be food. There will be (I think) entertainment. Sounds good, no?
Oh looky, the final video is up! You can get a proper look at all our projects, from Emily and Jessica’s bell-watch-ring creation, to Susie and Maarten’s fab frilly shirting, to mine and Shaun’s devore extravanganza…
The comments from the designers in this video are quite insightful as I really only saw this whole project from my own point of view. I guess when you’re starting out on your own as an independent designer it is a bit isolating, especially going from the security of education where you have your tutors’ and peers’ support and feedback to having to find your own way and trust your own instincts and judgement.
That said, these guys are all doing pretty damn well. I can’t reveal much here because it’s not my story to tell, but my collaborator Shaun Samson did give me some hints of interested buyers and brands who are either hoping to stock his collection or work with him in other ways. There were definitely some impressive names and I’ll be watching his progress in 2012 very closely indeed…
My resolution for next year is to be a bit braver with colour and print. I used to love layering busy Kenzo-type prints but over the years I’ve got lazier and more classic in what I wear. This year, fashion has truly been ‘Bubbled’, with Susie Bubble‘s clashy colour-meets-print-meets-texture influence reaching far and wide and well into 2012. Continue reading
Last week saw the unveiling of the final pieces from my Peroni Collaborazioni project. Jessica De Lotz’s bicycle bell ring/bracelet was beautifully quirky and it turns out both Maarten van der Horst and Shaun Samson made long, labour-intensive shirts – although they couldn’t have been more different. Continue reading