Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…
1. TIFFANY HIRES GRACE CODDINGTON
Ok calm down, Grace isn’t heading into a permanent role, but she has been hired to work her magic on a Tiffany ad campaign. According to WWD, she has gathered and styled a raft of celebrity influencers to star in the Tiffany autumn campaign, which will appear in the September issues. (more…)
Something is up on the British high street and it’s all quite exciting. Jigsaw has been going from strength to strength for a while, bypassing the discounting and stepping up its design credentials. The new ‘A-Line’ concept is looking good; it’s creative, vibrant and bolder than you might expect from Jigsaw. The second collection – above and below, arriving imminently – feels fresh, with generously-proportioned tailoring and luxe shirting the obvious standouts. That new attitude is also being reflected in its stores, with a branch set to open in London’s St James’s, a stone’s throw in fact, from the soon-to-be-relocated Dover Street Market. (more…)
Warehouse is ticking multiple trend boxes for AW13 and I don’t just mean fashion ones. Building on the success of its website relaunch last year, its AW13 campaign ‘Style Me If You Can’ joins the dots between social styling, gamification and fashion film.
So what’s the deal? Log onto Style Me If You Can, choose a lifestyle location, then drag and drop your location-appropriate outfit components from the suggested options into the ‘style gallery’. (If you like Polyvore, you might find this bit equally addictive.) You can then share your outfit on a number of platforms and enter it to be featured in the Style Me If You Can film and print campaign. If you’re one of the nine chosen winners, you’ll win a trip to Paris, Milan or New York, and your outfit will be featured in the campaign credited to you. To promote the campaign, Warehouse will release the film in nine chapters at 90 minute intervals on a single day, across its web, social and mobile platforms. Winners will be revealed on that day.
Warehouse has upped its digital game considerably since relaunching its etail site a few months ago. As well as a much fresher looking site with the full complement of social sharing buttons, the British high street brand has embraced the power of the fashion film.
This sharply observed ‘Christmas SOS’ film, produced to promote its 90-minute delivery service (er – wow), is brilliantly executed and top contender to upstage last year’s Walk Of Shame viral (remember the work of genius from Harvey Nichols?).