Nike x Asos - The Future of Shopping?

Millennial fashion favourties: Asos and Nike have launched a new online shopping tool - branded with #FindItWithNike, which allows users to simply match imagery to clothes based on colour, shape and print - all you need is a screenshot or camera image, and you've got your next outfit hunt sorted.

The Asos ios app already calculates for eighty per cent of UK traffic, so it seems an inevitable step for the retailer to expand their mobile innovation. The new mobile tool is part of their customer centred strategies, where they know their target consumer interacts with them on a daily basis, which only ameliorates their brand loyalty and word of mouth recommendation.

The New Nokia Selfie

Nokia is launching their most innovative phone handset yet: the Nokia 8, which is set to subjugate the modern mobile world, dominated by the likes of Apple and Samsung, with their new take on social media's finest selfie.
The company are pushing their coined "bothie" as 2017's new and improved selfie, which responds to users constant sharing every minute on social media, and their desire to search for new ways to create their content; the bothie uses both the front and rear camera simultaneously and can be shared instantly on Facebook or YouTube.

Will Nokia's first attempt to make a stance in the higher-tier smartphone sector work?
It launches in September, alongisde Apple's newest Iphone release, so only time will tell...

The Beauty, The Power and The Wardrobe

Vogue has recently released a new Youtube docu-series entitled Supermodel Closets, where surprisingly viewers are given a tour of genetically blessed women's wardrobes. The series comes off the back of the success of '73 Questions', but now the desire for a greater glimpse into the magical world of celebrity has heightened; resulting in not just a clothing show-and-tell but the chance to explore their wardrobes 360-degrees-style at the tap of your own fingers.

The immersive delivery is down to a collaboration with Google, where the filming uses a 'jump' camera, which stitches hours of film together automatically to produce a virtual reality experience that can by viewed on any VR headset or a Google Cardboard. The outcome means the narrative can be a little bit more personal to the viewer; it becomes more of a immersive experience as you feel like you're there too.

The Google x Vogue collaboration is just one in the upcoming fashion digitalisation strategies that Google are releasing; they have already released a behind-the-scenes VR documentary with Rag and Bone last December, so the future possibilities are endless.

"That's the amazing thing about working in digital - we're constantly evolving", Edward Barsamian, Vogue.com Style Editor.

Check it out here... Supermodel Closets

Kendall Jenner in Supermodel Closets, Youtube.

Comic Relief Goes Social

The charity, Comic Relief, has decided to rethink its marketing strategy of targeting and engaging with young people by moving to digital and online approach. In order to accomplish this goal the charity is partnering with online storytelling community Wattpad, whose target audience are under twenty-four and accumulate over forty-five million monthly viewers, to increase their online reach by developing a social media campaign to better communicate with this audience.
The idea behind the campaign is to make the charity stay relevant and timely: providing creative engaging content and experiences, which will utilise an element of humour - inevitably a 'shareable' and 'likeable' aspect to social media and to gaining great reach and spreading through word of mouth.

Will it bring Comic Relief outside of the school context?

The Unsent Project

A nineteen year-old artist, Rora Blue, from California, has created a new art project which sees a collection of unsent texts that people wish they had sent to their exes.
Some are rather heartbreaking and sentimental, yet perhaps this form of release of these unsent texts works in a therapeutic sense after all this time.

When porn meets fashion and fashion meets porn

Last week Diesel announced that they are going to start advertising on Pornhub (the largest online pornography site with 2.1 million views per hour). More people visit Pornhub each month than Amazon, Netflix and Twitter combined.
We're so desensitised from this already (from the likes of provocative music videos) that porn isn't becoming anything other than the norm; so doesn't it make sense for Diesel to advertise their clothing brand there?
It's already common knowledge that Diesel are notorious for not playing by the rules, yet are ardent fans of maintaining relevant and contemporary - hence their latest campaign (now featured on Pornhub), which decodes the idea of digital culture; from emoji language to hashtags.

Moreover, most recently announced is that porn actor Colby Keller is the new face of Vivienne Westwood SS16. The campaign sees Keller go full frontal around various areas of Venice, (shot by Juergen Teller) in alleys and canals as to highlight the recent damage done to the city over the past few years. As with most of Westwoods campaigns, as an avid environmentalist and keen campaigner against fracking, the shots portray an environmental awareness - a city with a landscape once so beautiful that is slowly decaying. 

Balenciaga's New Boy

After three years, Alexander Wang has held his final fashion week collection for Balenciaga in Paris, commenting on the end of his reign as feeling like “the end of school”. Yet, Wang’s replacement is probably someone you have never heard of – Demna Gvasalia, designer for creative collective Vetements. Someone quite the opposite to Wang, and certainly an outlandish choice for a fashion house once defining the precision of haute couture.

Vetements, a design collective, (currently numbering at eighteen) once showed their collection in a gay sex club in Paris. It has been cited as bringing a youthful and somewhat anarchic energy back to the fashion scene – typically associated with haute couture fashion houses, rather than perhaps youth culture.

Balenciaga chief executive said on the new successor: “We really wanted somebody that has a vision, and someone capable of reshuffling the cards. I was really amazed by his ability to develop an approach to the brand that was really new and that was really his own…what should be the attitude, what should be the silhouette, what should be the volumes”.

What you need to know:

- He’s been described as Martin Margiela’s ‘spiritual son’. They both attended the same university and Gvasalia spent years honing his craft.

- He learnt luxury at Louis Vuitton

Having worked at the LVMH fashion house, he spent time under the influence of Marc Jacobs and Nicholas Guesquiere.

- Vetements is Paris’ most talked about Brand

Fans such as Rihanna and Kanye and was nominated for the Young Designer Prize.