social media

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…



Dr Martens First & Forever campaign



Here’s a good example of a branded campaign where everything fits. Dr Martens (whose shoes have really hit their stride in recent seasons) came up with the First And Forever idea, playing on a sense of youthful nostalgia that marries fashion, music, romance and some beautiful imagery. (more…)



Balenciaga launches ecommerce site: “It’s almost like a daily magazine now: it has to be really alive”



Ever since reading WWD’s article earlier in the week, I have been checking and rechecking the Balenciaga website. It has now relaunched. Working with Wednesday-London, Balenciaga has created a site that marries a high spec retail experience* with engaging brand history, including archive images and (soon to come) video. (more…)