It’s all about the tech this week with updates from Google, Apple, Westfield and Farfetch. Read on for my latest weekly DRG STYLE INDEX ranking, rounding up the brands buzzing on my radar…
1. WESTFIELD TO LAUNCH FUTURE FASHION EVENT
Westfield is always forward thinking when it comes to experiential retail. Coming soon is its London Future Fashion event, bringing the SS15 trends to life using virtual reality and ‘interactive fashion avatars’ (above). Future Fashion arrives at Westfield London from 27-29th March and Westfield Stratford from 2-4th April and for eight weeks around the event, Westfield will create unique immersive experiences in collaboration with fashion brands in-centre and online.
2. DEPARTMENT STORES GET FIRST DIBS ON APPLE WATCH
Looks like Apple is also banking on experiential retail to help position its Apple Watch as a fashion must have. The watch, which starts shipping on April 24th, is being previewed at Galeries Lafayette in Paris, Isetan in Tokyo and Selfridges in London where bespoke installations will be set up featuring special lighting and animations. Of course, with Angela Ahrendts heading up its retail operations, it’s unsurprising she’s bringing some of her luxury retail magic dust to the proceedings. The special previews will be taking place on April 10th so I’ll be heading down to Selfridges for a nose.
3. GOOGLE OPENS BRICKS AND MORTAR STORE IN LONDON
Everyone really does want a bite of Apple’s share of the tech market. Finally other tech brands like Samsung and Google are realising the value of hands-on, face-to-face service in a bricks and mortar store. Google’s first bricks and mortar store opened in Tottenham Court Road as a shop in shop in Currys PC World last week, promising us a ‘play, experiment and learn’ environment.
4. FARFTCH SENT ME A SELFIE STICK
Why the hell did Farfetch send me a selfie stick last week? Ah, to promote its clever new Unfollowers campaign. I feel a bit sorry for brands having to constantly reinvent the ‘be yourself, you’re an individual’ message, but Farfetch have done it well. The idea is to step away from selfie culture by taking a backwards selfie (hashtagged #unfollowers) and sharing why you see yourself as a leader, not a follower. Check the site for their profiles and videos of creative innovators and rule breakers doing their own style thing.
WORDS: Navaz Batliwalla/Disneyrollergirl