Among the dynamic videos from fashion and luxury brands in Q1, for me Mr. Porter steals the show.
While the intro could easily be compressed, the charm of “The Style Clinic Show” host, retro staging and format for featuring the looks are both entertaining, richly informative and wonderfully “shoppable”. The host cheekily narrates style variations on specific wardrobe needs, while the model rotates to capture the look from various angles. Also noteworthy is the 3-way cut of the frame, so that details of fabric and finishings are highlighted.
By contrast, the thing that challenges me most when viewing brand videos is dark lighting and immersive abstraction. While there is appreciation for conceptual, artistic nature of such things, often there is little attention shown on craft. There is a way to balance both while preserving those inspirational qualities that are innate to a brand’s narrative. Mr. Porter has executed this well in the past and continues to do so.
Finally, the series encourages engagement: if you are in need of style help, you can contact: firstname.lastname@example.org or tweet: #styleclinic
Meantime, definitely do yourself a favor and take in the Mr. Porter charm.
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.
For a final look at London Fashion Week, BeautifulCurious presents a varied curation of floral and fauna, aliens, and a global sensation. We start with Mulberry who went to the rural English countryside with their Winsor and Newton water colors and brought back some shimmery floral (and playful gecko) prints for the catwalk – and a black poodle for good measure. Given the remarkable invitation for the show, this curious mind envisioned garments of a less heavy nature and more viscous fabrics. Still, Mulberry delivered on their theme, as the lovely colors stole the show. Color played a significant role in a very different way at Erdum. The collection was based on humanoid extraterrestrial refugees out of Zenna Henderson’s sci-fi novels and maintained an intriguing tension of “uncomfortable color combinations” and material mind tricks, such as python pretending to be silk. There were many sci-fi infused collections this season, but this one stands apart with it’s prim 1950’s kitch and intellectual prowess. A final, much deserved mention must go to Burberry Prorsum. Just prior to the show, Christopher Bailey declared to the team “People are stopping work to watch… You’ve got to give them a good reason.” And reason they did in a flurry of corsets and capes and marvelous metallics that truly conveyed “a very British glamour”, not just on the runway, but in digital live stream at the recently opened flagship on Regent street and globally on the web. What a luxury indeed to be dressed, entertained and escape with Burberry. Thank you for all of it, London.
The past, the present and the future – all are covered in the short distance of a London runway. For his collection, David Koma chose to channel tennis’ classic past with a mesmerizing combination of graphic tennis net patterns, playful sheers, and a striking color pallet of white or black with bold orange, green or blue. Sports have rarely been this luxurious or this sexy. Presently, Matthew Williamson celebrates his 15th anniversary and crafted a collection with a nod to his past: his inaugural “Electric Angels”. His signature saturated palette and penchant for embellishment this season was inspired by the Holi Festival in India, where brightly colored powder is enthusiastically tossed among merrymakers. His silk prints directly reflect this revelry as well as epic landscapes, printed from Williamson’s own personal photographs of Kerala and Tibet. Mr. Williamson also premiered his first shoe collection. Dion Lee presented his second London collection which is nothing short of a futuristic sci-fi journey. Garments are engineered with three-dimensional printing techniques involving geothermal mapping, body hot zone abstraction, and some well placed slashing and folding. Sometimes knowing less is more, but the overall effect is a wonderously strange, technical beauty that is out of this world.
It’s here! Take a look at the much awaited behind-the-scenes film where fashion and technology so beautifully collide on the DVF runway. A great story is captured with this bold collaboration between Diane von Furstenberg and those clever folks at Google, using the new Google Glass. Gaze through the DVF looking glass…
With so much to see of New York Fashion Week I feel compelled to say little, apart from LOOK! Although, mention must be made of the DVF and Google collaboration in producing a behind-the-scenes film using Google’s new Glass technology. The film will be released on September 13th, so stay tuned. Meantime, enjoy the beauty of prints, bright color blocks, layered sheer fabric and abundant symmetry and asymmetry.
In the weeks ahead, you can expect a BeautifulCurious curation of noteworthy Spring 2013 RTW collections from the fashion capitals. Today take in the stunning works of Monique Lhuillier, Diane Von Furstenberg, and Christian Siriano, who are setting the stage for a fantastic week in NYC…
Some things have to be seen to be believed… and Boucheron is one of them. Yes, their lavish jewelry is indeed spectacular, but what has to be seen is their augmented reality web experience called myboucheron. In a matter of minutes, your computer is transformed into a mirror where you are virtually wearing any iconic Boucheron watch or ring of choice: simply print, cut, wear, download, and activate. This clever innovation follows its older sibling, the Boucheron iPhone and iPad App, which enables you to slip on jewelry by taking a picture. Tissot, Garrard and BMW have similarly integrated such technologies into their brand experience. For Boucheron, this initiative brought about a 50% increase in website traffic – and more fashion and luxury brands are certain to follow their lead.
Below is a video instruction on how the Boucheron magic happens: