Tested: My-wardrobe’s ‘try-before-you-buy’ my-dressing room service



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As the multi-brand etail market continues to evolve, the originators have their work cut out. How to keep attracting new customers in the face of increased competition? How to tackle the issues of fit and returns? How to differentiate from all the copycats out there? And how to deliver an outstanding service to keep customers coming back?

My-wardrobe.com has a new service that aims to tackle some of these concerns and I was asked to try it out.* (more…)



Introducing Seek No Further from Fruit Of The Loom



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Just launched: Seek No Further, a new premium fashion line from the heritage utility brand, Fruit Of The Loom. I love these offbeat campaign images from the brand (shot by Colin Dodgson), which is said to harness a pioneering spirit, “inspired by yesterday’s visionaries, today’s trailblazers and tomorrow’s innovators”. Although we’ve all heard that before so the proof will be in the pudding… (more…)



On Carven, Issey Miyake and Paris show business



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Why have a show? That’s the 64 million dollar question that continues to circulate fashion week season after season. The answer is still elusive – is it an industry insider event or a public spectacle? – but I think if you’re going to have a show, make it a show. Make some element of it surprising, delightful, emotional, weird or thought provoking. It’s not like there isn’t a ton of options at your disposal. There’s the set, the music, the choreography. Or the casting, styling, make up…take your pick.

Carven’s Paris show was staged at the elegant Galerie Des Gobelins – a collection of youthful tailoring with collage-y placements and crystal embroidery that nodded to the art of Man Ray and Blumenfeld. (more…)



River Island’s blogger-led denim campaign



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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). (more…)