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The Main Runway for Fashion Industry – Social Media, The New Fashion Icon!

social media and fashion industry

social media and fashion industry

Fashion Week Ready-to-Wear Fall/Winter 2012/2013 Collection.

Social Media has never been as important as this year. Bloggers are now invited to sit on the front rows, not only focusing on early-days streetstyles. They work closely with brands on the marketing side, but are also more and more involved in the creative process. Karl Lagerfeld regulary meets bloggers. Alexandre de Betak, one of the most famous Art Directors, is now contributing to Caroline Daily’s personal blog. A real revolution in the fashion world.

Because the microcosm was pretty reluctant to this “democratization  of fashion through digital, especially of high fashion“.But few trends changed the rules: Social Media is now the most important runway. An everlasting runway, that changes players, shareholders, reputation and creativity.

fashion and social media

fashion and social media

A professionalization of digital fashion influencers

Fashion bloggers aren’t just cool guys with cool cameras anymore. They not only shoot themselves in a mirror. They are designers, freelance consultants, copywriters, sometimes wannabe stars. Female AND male. Or so-called “slashers“:

“For the typical member of Gen Y, as well as the soon-to-be working age Millennials, the typical behaviour patterns of immediate pleasure seeking, multitasking and low boredom thresholds (typically all summed into the phrase ‘instant on’) makes slashing particularly appealing. (…) It is no surprise that greater quantities of people under 30 are choosing to have portfolio careers”.

Quality is enhanced: some bloggers now have their personal photographers. New skills are appearing in blog-posts: art direction, production, work with agencies. Talent managers are now targeting these people, booking them with the right brands.

social media in fashion for fashion

social media in fashion for fashion

When fashionistas meet entrepreneurs

On eBay France, fashion-related items are the most sought and sold. Some investors decided to dive into these new markets, trying to encourage young platforms to rise. Even if the gap can be huge between creatives and techies, it’s now melting:

“What we know unequivocally is that the momentum fashion startups are having–and this phenomenon of fashion, technology and finance coming together–won’t be slowing down in 2012.”

In France, Ben & Fakto has just conciliated fashion needs and post-crisis reality, focusing on “happy fashion” and social marketing, partnering with Babyloan.

What used to be 2 opposite worlds, is now merging. Because digital culture is now directly impacting the way fashion rejuvenates its ideas, finding new roots to some kinds of digital undergrounds. Main famous brands are now on TumblR, a way to propagate their vision of fashion but also to directly plug with new trendsetters. Trendsetters because they MAKE trends (photography etc.).

From inner circle to pervasive fashion

Communication used to be mastered. Authorized journalists were covering the runways. It was an inner-circle of happy fews. Where brands were only challenged by other brands. This time is over.

Traditional Haute Couture brands need to shape new paths. Because the inner-circle is becoming more and more pervasive. The agenda is challenged; there are now so many Fashion Weeks worldwide that there’s too much noise to only count on them. New media like Refinery 29 are dismantling Vogue or other traditional opinion leaders. Bloggers take the lead and do not hesitate anymore to claim when these editorial pipelines go wrong. The last example against ELLE France (accused of racism) has demonstrated that it’s no longer “fashion top journalists” against “the people”; and convinced us that “Eagles” can sometimes be cheap.

When classic catwalks aren’t enough to emerge

Since Louis Vuitton in 2009, the very first luxury brand to broadcast its fashion show live on Facebook, all the other brands have tried to follow the idea that a catwalk needed to be live. That this catwalk should be broadcast, commented, shared, by online communities of influencers. That the most important thing was to generated weak links, “hyphenated marketing“, that could be activated at the best time. We’ve seen in January that it’s not that easy to organize: during the last Gucci live stream catwalk (Men collection), we were only some dozens to live-chat on the related platform. Not much impact compared to Burberry.

Because it requires many skills (Social CRM, digital branding, Social Media Marketing) that cannot be improvized.

The last stats have shown how important fashion e-commerce is:

“Converting the sale online should be the very next focus for fashion sales online,” noted
Cohen, “Getting the consumer to go from browsing to purchasing takes new information beyond just product photos and price. It takes convincing the consumer to push the purchase button.”

A world in which Social Media is not an asset apart. But the core one.

Source: Socialmediatoday.com

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Digital Fashion Week – World’s First Live Streaming Only Fashion Week to be Hosted In Singapore October 2012

DFW Digital Fashion Week Singapore 2012

DFW Digital Fashion Week Singapore 2012

Live streaming of fashion shows has become de rigueur but we’re taking it up a notch with Digital Fashion Week (DFW). As the world’s first live streaming only fashion week, DFW will unify fashion and technology innovation in this groundbreaking advancement.

 

Digital Fashion Week 2012

 

Gone is the era of front row guests at the traditional fashion weeks. This time, we’re going digital. For the first time in fashion history, a fashion week will be live streamed solely online, and consumers can shop their favorite looks off the runway in real time and have them delivered in a matter of weeks – way before they hit the stores.

A high-profile showcase of celebrated designers from every major city, DFW gives designers the ability to reach out to consumers worldwide and global audiences absolute access into the world of fashion.

Labeled by CNN Go as ‘The Next Big Names in Singapore Fashion’, DFW is organized by the creative minds of STORM Creative Events Agency. As the pioneer of fashion show live streaming in Singapore in May 2011, it garnered a record high of 500,000 viewers from 90 countries within a week.

This October will see DFW’s debut edition, Digital Fashion Week Singapore exclusively available for viewing at http://www.digitalfashionweek.com. The twice-yearly event boasts an exciting designer lineup of Singapore’s biggest names presenting their Spring/Summer 2013 collections, with a special appearance by an international guest designer marking the inaugural event in a debut runway show.

Digital Fashion Week

Quote startMr. Keyis Ng, co-founder of Digital Fashion Week states, “Until now, no digital platform as powerful as DFW has
existed for designers to reach out to people worldwide.”Quote end

Besides live coverage of DFW front row and backstage buzz, interviews with designers and artistes and fringe events, DFW incorporates new features such as live runway commentaries by key fashion figures, pre-show performances by internationally renowned artistes and a one-stop mobile application to provide users with instant fashion show live streaming, videos, runway photos, designers information and e-commerce shopping – giving the global audiences a dynamic fashion week experience like never before.

Digital Fashion Week consists of three main elements:

Front Row Access:
Live backstage action of hair and makeup.
Live interviews with models, designers, hair and makeup artists.
Live pre-show performances by renowned artistes.
Live runway shows with special appearances by top models . Live runway commentary by key fashion figures.
Live post-show party coverage.

Real-Time Shopping:
Consumers can buy their favorite designs off the runway instantly and have them delivered within a matter of weeks.

Power to Influence:
Consumers will have the unique opportunity to provide the designers with instant feedback. The pre-orders made for every collection will provide designers with insights into market trends.

Mr. Keyis Ng, co-founder of DFW states, “Until now, no digital platform as powerful as DFW has
existed for designers to reach out to people worldwide. We aim to harness technology and
creativity to promote home-grown designers in each city to the global audiences by capitalizing on the hype generated from the fashion shows. The buzz created will then be directly converted into sales and sync the fashion communication cycle with its retail cycle.”

In conjunction with Digital Fashion Week Singapore, a virtual B2B platform, DFW Digital Showroom will also be launched. Press, buyers and retailers from all over the world can enjoy
exclusive access to intimate collection presentations by the DFW designers through lookbook
images and pre-recorded videos made available immediately after every fashion show. DFW will be the ultimate digital fashion gateway in connecting designers to the world.

“Singapore has grown to be Asia’s most network-ready country with one of the highest mobile
penetrations in the world. The age of Digital Fashion is here; it is the perfect timing for the fashion
industry to embrace the future of technology, first-hand in Singapore.” co-founder of DFW, Ms.Charina Widjaja said.

Besides its official launch as a twice-yearly event in Singapore, DFW will also proceed to other major cities around the world.

Show schedule, designer and performance lineup, additional updates will be announced in August 2012.

Frontrow DFW Digital Fashion Week Singapore 2012

Frontrow DFW Digital Fashion Week Singapore 2012

About Digital Fashion Week Private Limited
Digital Fashion Week Pte Ltd was founded in 2012 by the creative minds behind STORM Creative Events Agency. STORM is widely recognized for pushing boundaries by combining technology with lifestyle and was named by ELLE Singapore as ‘The Name to Watch’ within the first year of its launch. STORM has also been featured several times in leading publications namely Marketing Magazine UK, CIO Asia, Springwise.com, TrendHunter.com, The Straits Times, The New Paper, Lian He Zao Bao and many more. The team at STORM has worked with many established fashion houses ranging from high-end designer labels to mass market brands.

DFW Digital Fashion Week Singapore 2012

DFW Digital Fashion Week Singapore 2012

Original Source: PRWeb.com

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Fashion Marketing Lessons – Google Goggles googles Fashion & Shopping faster, smarter and solves Sudoku

The new version of Google Goggles, Goggles 1.3 client for Android, faster and smarter than ever before can scan barcodes almost instantly. All versions of Goggles can now recognize print ads in popular magazines and newspapers. Finally, Goggles has also learned a fun new trick for Sudoku fans.

Barcodes
When shopping offline, it’s helpful to be able to learn more about a product by scanning its barcode. With the new Android version of Google Goggles, scanning barcodes is much faster. Open Goggles and hover over the barcode or QR code. Within a second the phone gently vibrates and presents results, without requiring a button press. Simply tap on the result to read product reviews, check in-store availability and compare prices.
Print ads in magazines and newspapers
We’re excited to take another step in our vision of connecting offline media to online media. The next time you’re flipping through the pages of your favorite magazine, try taking a picture of an ad with Goggles. Goggles will recognize print ad and return web search results about the product or brand. This new feature of Goggles is enabled for print ads appearing in major U.S. magazines and newspapers from August 2010 onwards.

This feature is different from the marketing experiment that we announced in November. We’re now recognizing a much broader range of ads than we initially included in our marketing experiment. And when we recognize a print ad, we return web search results. While in the experiment, we return a specific link to an external website.

Sudoku
Our favorite weekend distraction is a quiet 15 minutes spent solving a Sudoku puzzle. But even that can be an frustrating experience if (like us) you make a mistake and are unable to solve the puzzle. Now, Goggles on Android and iPhone can recognize puzzles and provide answers to help make you faster than a Sudoku champ. So if you ever get stuck, take a clear picture of the entire puzzle with Goggles and we’ll tell you the correct solution. Check out this video to see how it works.

Google Goggles 1.3 with improved barcode scanning is available for download in Android Market. Recognition of print ads and Sudoku solver is now enabled for the Google Goggles app on Android, as well as the Goggles component of the Google Mobile App on iPhone.

 

Source: Googlemobile.blogspot.com

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Emerging Fashion Trends 2011 – New England’s Biggest Fashion Show, Boston Fashion Week on the Map for Innovative Fashion Shows and Fashion Designs

Boston Fashion Week

Boston Fashion Week

The 2011 Emerging Trends, a unique fashion event committed to advancing the fashion industry’s exceptional emerging designers, will be held in Boston, MA on September 24th, 2011. This event is a dedicated effort to aid the Boston fashion community in developing its reputation known for innovation and creativity.
Boston Fashion Week Sponsors 2010

Boston Fashion Week Sponsors 2010

The 2008, 2009, and 2010 Emerging Trends events demonstrated great success for participating designers and sponsors including former Project Runway contestants Jerry Tam, Maya Luz and Keith Lissner (The Fashion Show, Bravo TV). Expecting to generate 500+ attendees, we hope to further our achievements for the 2011 event. This event is an incredible opportunity for emerging designers from all over the world to showcase their designs to a variety of sponsors, buyers, press and media, as well as gain extensive exposure on the east coast.

Boston Fashion Week Show Bride

Boston Fashion Week Show Bride

The SYNERGY Events aims to provide a vehicle for promising designers to reveal their collections to an upscale audience. Attendees consist of community members interested in developing Boston Fashion Week on a larger scale, as seen in other cities such as New York and Los Angeles.

Boston Fashion Week Show Mandarin Orental

Boston Fashion Week Show Mandarin Oriental

Calling all fashion designers in the northeast: Boston Fashion Week is looking for a headlining designer for this year’s fourth annual Emerging Trends 2011 show. According to organizers, this event is a dedicated effort to help Boston’s fashion community develop a reputation for innovation and creativity.

Boston Fashion Week Innovative Design

Boston Fashion Week Innovative Design

Fashion bloggers have remarked that Boston’s show in the past has been particularly helpful for getting emerging designers off the ground, offering a place for them to network and present their work to fashion industry leaders. They expect well over 500 people this year.

Boston Fashion Week Show Lingerie La Perla

Boston Fashion Week Show Lingerie La Perla

Organizers of the event are looking for a headlining designer with a full line of 15 looks, and are also looking for accessory designers to collaborate with. According to their website, the starting runway package will cost you $1250 and booths are priced at $750. The runway package fee includes models, hair, makeup, video footage, and photography.

Boston Fashion Week Show

Boston Fashion Week Show

Interested in purchasing a ticket for the event, which is slated for 8pm on September 24th? Keep checking in on the Boston Fashion Week 2011 website, where ticket will be available for purchase.

You can check out some videos from previous Emerging Trends Shows below in 2010:

The Emerging Trends Fashion Show

Maria Hamilton’s and Crystal Noe (Collaborator/clothing Designer) at the Emerging Trends Fashion Show 2010 at the Park Plaza Castle in Boston, MA – created at http://animoto.com
Boston Fashion Week 2010 –  Shows & Interviews
 The Emerging Trends 2010 – Runway Show at Boston Fashion Week
The Emerging Trends 2010 – Runway Show
Falling Into Fashion: Boston Fashion Week 2010 (Part 1)
WEBN had the inside scoop at this year’s Boston Fashion Week. Executive Producer: Kayla Harrity
Falling Into Fashion: Boston Fashion Week 2010 (Part 2)
WEBN had the inside scoop at this year’s Boston Fashion Week. Executive Producer: Kayla Harrity
Rising Designs at Boston Fashion Week 2010
Boston Fashion Week 2010

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Copenhagen Summer 2011 Fashion Week, Fashion Festival and the Fashionable Green Fashion Walk

Copenhagen Fashion Week LogoCopenhagen Fashion Week

COPENHAGEN FASHION WEEK
Copenhagen Fashion Week has during the past few years developed into a large and renowned event with an international scope. Copenhagen is twice a year dressed in fashion, focusing on the industry, the press and buyers, but parts of the fashion week is now available to fashion interested consumers.

Copenhagen Fashion Week Catwalk

Copenhagen Fashion Week Catwalk

COPENHAGEN FASHION FESTIVAL
Copenhagen Fashion Week presents Copenhagen Fashion Festival in cooperation with Wonderful Copenhagen and Copenhagen City Centre parallel to the fashion week. Copenhagen Fashion Festival invites everyone to fashion week, when large parts of Copenhagen is transformed into a fashion Mecca of trendshows, exhibitions, miniconcerts, streetparties, exclusive designer clearance sales and parties.
Copenhagen Fashion Week Festival Logo

Copenhagen Fashion Week Festival

The festival begins on Wednesday and this coming August you can join the activities from Wednesday, August 3 – Sunday, August 7, 2011.
Check out the online event  schedule and stay updated on all the different activities during Copenhagen Fashion Festival.
Click on the event in the schedule and you will find information on where and how to participate – so stay tuned!
We wish you a fashionable week!
Green Fashion Eco Initiative

Green Fashion Eco Initiative

THE GREEN WALK
Kermit the Frog once said it wasn’t easy being green. He obviously hadn’t seen our guide to Copenhagen’s best options for sustainable fashion shopping. Do the right thing and shop the ethically responsible way – from organic materials to the welfare of factory workers, Copenhagen Fashion Festival is putting the spotlight on shops, which carry at least one label with a sustainable profile.
Copenhagen Fashion Week Pink Longest Outside Catwalk

Copenhagen Fashion Week Pink Longest Outside Catwalk

HAPPY RESPONSIBLE SHOPPING!
“It has to be easier for the consumers to show consideration for the environment. We need the clothing stores to use the labels of environment. The Nordic Ecolabel is an excellent example of how stores and distributers implement environmental initiatives in their production and sale. At the same time I urge consumers to buy clothes which are labeled with either the Nordic Ecolabel or the European Ecolabel.
” Karen Ellemann, Minister of the Environment
Copenhagen Fashion Week Pink Longest Outside Catwalk

Copenhagen Fashion Week Pink Longest Outside Catwalk

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Fashion of Condoms and Candy Wrapper – Eco Fashion 2011

Trashion. If you’re green and fashionable, you’ve no doubt noticed it’s everywhere you look these days. And this “creative reuse” in fashion may have finally gone too far. It’s time to question, for the sake of eco fashion’s future viability, the plethora of “trash to treasure”initiatives touted as sustainable fashion genius.

It is time to do more with less, and this includes reducing our predilection for “trash to treasure” designs and stories that glorify less than marketable fashion.

The thing that concerns me as someone who also observes how trash is now utilized in eco-art and gallery installations is the message suggesting that we can increasingly find a tidy place for the trash in our lives. Creative reuse needs to move beyond the glorification of trashion and recycled art projects in order to address long term solutions for waste reduction and sustainable economic development. Our primary focus should be on managing this toxic bloom via critically important economic, environmental, and health initiatives.

For sure, timeless design has a transcendent and culturally revealing quality, particularly when it comes to the innovative reuse of materials and cast-off bits. Are we currently aiding or hindering the sustainable fashion movement if we do not make a distinction between designs that measure up as genuine fashion innovation and those that are clever, eye-catching creations that make “trashion” seem fashionable?

Junky Styling‘s recycled men’s suit coats: an empowering approach

Creative reuse projects can be large or small. In the case of fashion, several bold designer initiatives have genuinely overhauled the industry’s patterns of waste and excess via the resourceful recycling of textile surplus and unsold stock. Standout labels like From SomewhereJunky StylingGoodone, and Reet Aus, to name a few, effectively take yesterday’s unwanted goods and artfully re-shape them into tomorrow’s covetable items. This design strategy is genuinely empowering for the fashion lover who is investing in environmentally sound and fashion-forward design.

From Somewhere‘s upcycling of Speedo’s LZR Racer designs

The recent collaboration of From Somewhere with Speedo to create a capsule collection upcycled from unsold and obsolete Speedo LZR Racer designs might seem like an odd pairing to some. However, an industrial fabric challenge like this clearly demonstrates how unwanted waste can be transformed into eco-luxe couture.

Recycling should and must be an engaging activity, particularly when it comes to labor-intensive DIY projects. Some of the most rewarding fashion moments are definitely those where something useless or outdated takes on new life with imaginative tinkering and whimsy. As Kate Black of Magnifeco recently shared with us:

“When it comes to recycling, we have obviously been doing it for years, in all cultures. Textiles that can no longer be used as garments are incorporated into household items like quilts and pillows and now it’s not just recycled textiles making the news in eco-fashion: candy wrapper handbags, pull-tab accessories are front and center, too.  When recycling or upcycling in fashion falls short, though, I generally find that it is from a taste perspective, not necessarily a design perspective.”

I wholeheartedly support projects that provide fair-trade jobs to artisans who create one-of-a-kind accessories and art-objects out of dumpster and landfill pickings, so I am certainly not attacking these folks for the honest craft and handwork that they do.

Ecoist ‘Botero’ handbag crafted out of candywrappers

I do think, however, that we should exercise caution regarding what is an increasing inclination to sanitize and incorporate trash into art, fashion, and design projects for our own aesthetic amusement. Let’s not forget that this everyday refuse should not exist in the first place, at least not in the volume that we are now grappling with. We need to ensure that we do not become de-sensitized to just how out of control our garbage epidemic is. It is one thing to source from surplus textile stock, recycle trash in the waste stream, and get one’s hands dirty with some gritty DIY projects, but not at the expense of garbage becoming a part of our ongoing design lexicon, much less the focus of our attention.

Via Trendhunter: A condom hat may be great for ginning up clicks, but it’s bad for eco fashion progress.

‘Trash to treasure’ is a dangerous term, and one that might soon need to be upgraded or upcycled within the sustainable fashion glossary. Our long term efforts should continue to be focused on cradle-to-cradle design initiatives, zero-waste garment production, acknowledgment of indigenous technologies and crafts that actually aid specific regions, and sustainable economic development that improves the lives of people everywhere so that they can move beyond having to rely on garbage as a means of livelihood.

Chris Jordan photography

The ready-made object is a surrealist phenomenon. Fashion is about personal expression and the ability to be transported to new layers and states of being. Let’s not allow ourselves to get swept up by “quirky” design projects that demonstrate how clever we can be with Coke tabs, Barbie doll heads, condoms, or heaps of televisions and computer monitors, all in the name of recycling – but in reality only keep our movement one step further from legitimate entree into mainstream fashion or, worse, from being taken seriously by leaders in the fashion world.

‘Household goods’… deceased Estate by Claire Healey and Shaun Cordelro

This is not meant as an attack on the resourceful re-purposing of waste materials for home, fashion, and personal use. Recycling is definitely a significant part of the sustainable fashion story, but recycling without an ability to edit is doing us no good.

There is a time and a place for trashion and art of this nature, but we have a responsibility to shift away from scenes that mimic the dying “portraits of global mass culture” (a la work of photographer Chris Jordan) as we look to a greener future.

Lead image courtesy of Goodone; Household goods images via The Sydney Morning Herald.

Source: Ecosalon.com by 

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