31 July, 2016

THE DRG STYLE INDEX: Tiffany, Theory, Berluti, Acne Studios

Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…

1. TIFFANY TARGETS TEENS

Forbes published a must-read article last week about the feelgood and experiential factor of social media. (Read it HERE.) Tiffany has been tapping right into this on Snapchat, most recently with its Snapchat lens, the first by a luxury brand. For one day it let users pop its #lovenotlike filter (which includes Tiffany hearts as eyes) over their pictures in a bid to engage its younger fan base. There’s more: throughout August, Tiffany is introducing a sponsored geo-filter in all its US stores and it will be advertising on the app. It’s all part of a major marketing move to modernise Tiffany, although not everyone loves or ‘likes’ it…

2. THEORY’S BAG GOALS

A particular Theory bag has been following me around all summer, so this is interesting news from the brand. It’s pushing into the affordable handbag space with a dedicated bag line designed by Rory O’Hanlon (ex Celine and Smythson) that aims to punch a notch above all the other so-called ‘affordable luxury bags’. Watch this space. (In the meantime, check out my bag edit from earlier in the week HERE…)

3. RUMOUR: IS HAIDER HEADING TO BERLUTI?

While the designer merry go round is causing fatigue among my fashiony circle, I’m loving the thought of Haider Ackermann at Berluti. He has a strong fan base, a beautiful romanticism and an understanding of craftsmanship that could be a great fit. It’s not just about product though, it’s about brand awareness and marketing. So having the might of LVMH could help elevate Ackermann’s own brand as well (should he continue it). The rumours are unconfirmed though.

4. ACNE STUDIO EMBRACES EMOJI

Not sure how you feel about emoji fashion, but if you’re interested, Acne Studios has designed a poop motif sweater 👀💩. It’s part of an emoji collection that launches online tomorrow…