More and more the mobile media experience is found in-store, enhancing the consumer experience on a number of levels. Notably, Brian Atwood has developed a very clever Museum Experience in his New York flagship store by way of QR codes. In one quick scan, consumers are directed to video content featuring Mr. Atwood as he describes the inspiration or design process behind a particular piece. This is less about e-commerce and more about telling a story and revealing craft. The video mimics the style of old movie projectors, with the intent to elevate the shoes and handbags to museum worthy “art” status. Further to this, any item purchased in-store will have a “655 Madison Avenue” plaque attached to it, adding to the exclusivity of the experience.
Jimmy Choo, in a second collaboration with Mr Porter, shows why the men of London are easily the smartest dressed of any town. The short fashion film titled “Stepping Out” follows two London gentleman in their day to night adventures by way of Mayfair, St James, Sloane and beyond from an intimate, shoe’s eye view. In retro 60’s London form, the cool, yet classically British Autumn Winter 2012 offerings are seen as their owners stroll to work, engage in refreshment, play a bit of poker, and cross paths with a burlesque dancer. Not a bad way to spend a Hard Day’s Night in old Londontown.
The video and collection can be discovered at www.jimmychoo.com
Could this signal the beginning of luxury brands creating fashion films for menswear as well as womenswear – or perhaps a blending of both?
Prada continues to ramp up it’s multimedia merits with the release of one very striking video campaign for the women’s fall winter collection. With a chess board as a stage, Anne Vyalitsyna, Elza Luijendijk, Iselin Steiro, Madison Headrick, Magdalena Frackowiak and Vanessa Axente square off in a battle of fashion in bold geometric prints that are both retro and futuristic. So much color and tension stirs in both the collection itself and the performances, directed by the ever extraordinary Steven Meisel. The print and video campaign can be viewed on the Prada website as well as on facebook and youtube.
The significance of a shoe with a red sole is not lost on most women. Be it pump, sneaker, lace-up boot, or stiletto, London’s Design Museum is currently paying tribute to over 200 pairs of these lovelies and their legendary creator, Christian Louboutin. The exhibit is a retrospective that covers everything: his inspirations, his process, his 20 years of work, and even gets to the bottom of the origin of that unmistakeable red sole. Walk this way for more:
Arizona Muse rocks the retro 1950’s 1960’s look through the form of an eloquently elegant scrapbook in the March 2012 editorial of Vogue Italia. Titled “Lost In Details” it’s almost all Prada all the time and there is inspiration enough here to get lost in. Images taken through the crafty lense of Paolo Roversi are dynamically cut, cropped and collaged in ways that bring a beautiful extra dimension to what already exists in its original form. For a peek behind the genius:
Prada Parallel Universe
Make way for Prada, who is clearly paving their road to digital success with their “Parallel Universes” campaign for the Spring/Summer 2012 accessories collection. These playful retro gems by illustrator/graphic designer Vahram Muratyan (of “Paris versus New York” fame) are so charming that it makes one pause to marvel at how innovation can be so simple. If these animated delights are not enough, there is sure to be more where this came from:
Behind every great man is a great women… who is to say the reverse cannot be true? Christian Louboutin and Peter Lippmann have cleverly conspired to honor “The Power of Femininity” in Louboutin’s Autumn 2011/12 campaign, inspired by masterpieces of great men who have also been keen on elevating great and powerful women through the ages. These portraits “embody the spirit of the Christian Louboutin woman; each portrait acts as a setting for key creations from the upcoming collection twinned with the artist who’s individual technique and subject defines their distinct character.” Lippmann’s genius is the way he captures light, shadow, and textures and how he skillfully renders the diverse styles of Georges de La Tour to Jean-Marc Nattier to James McNeill Whistler. Louboutin is at his usual best, having created another iconically beautiful collection that great women everywhere will take pleasure in wearing.
It doesn’t take a leap of faith to fall in love with these shoes, but one may need a confident stride. Young Brit Nicolas Kirkwood has been cobbling wonders for the likes of Chloé, Zac Posen, and the sisters Rodarte since 2005. Look out Louboutin, Kirkwood is about to walk all over you…