social media

Q&A: River Island’s brand director Farida Kaikobad discusses social media, the future of fast fashion and *that* blogger collection




A few months ago, there was a big old hoo-ha when Fashion Editor at Large published a post about River Island’s blogger-inspired range. The range is part of the River Island AW12 collection and was presented during the press preview but there was a bit of an uproar from bloggers feeling they were being lumped together in a ‘blogger style’ of clashy prints and OTT ‘please-photograph-me’ accessories. The collection is now trickling onto the shop floor so to coincide, I emailed some questions to River Island’s brand director, Farida Kaikobad to find out how a high street brand puts its collections together in these crazy speedy-to-market times, how blogging and social media affects the brand and how that blogger range came about… (more…)



VIDEO: Social media is the new press release by DKNY



This is so brilliantly executed. DKNY made a video to piggy-back on the Olympics and promote its new flagship at 27 Old Bond Street. Ever the digital pioneer, it has also created DKNYfx, which according to WWD is an augmented reality smartphone app designed to stand as the brand’s digital platform. If you’re out and about in London today or next Saturday, also look out for DKNY’s model street teams who will be distributing non-digital postcards to be swapped in-store for a free tote…



Danish retailer Only launches interactive, shoppable fashion film



As with a still photo shoot, there are a number of elements that have to add up for a fashion film to get my tick of approval. The casting, the clothes and the narrative are important of course, but for moving image, the acting, music and cinematography are crucial. Danish retailer Only has created a compelling five minute film with all these elements executed to perfection. But the clever part is that ‘The Liberation’ also incorporates interactive storytelling as well as shoppable and social media functionality to make this a really game-changing marketing move. (more…)



Club Monaco: what inspires you?



I love the casting of Club Monaco‘s look book shoots – remember Lauren Hutton for SS11? This season we also have this adorable behind-the-scenes video including interview snippets with the likes of actress Anna Brewster (loving the beret), model Sara Blomqvist and Leandra from The Man Repeller

If you’re a fan, Club Monaco has also just launched a cute social media contest where you can win a camera and some free CM swag by submitting an original photo of what inspires you via Facebook, Tumblr or email. The tagline ‘Be our Muse: We’re Inspired By What Inspires You’ chimes with the current democratic nature of fashion and social media and of-course, the whole photo-sharing culture of blogs and Tumblr. The contest is open until 11th October…