October 2015 in Digital Fashion & Luxury

Tom Wittlin writes:

Given the disproportionate amount of time I spend scouring the web finding fashion and luxury brands leading the way creatively and technically, I thought I could make use of this reading by writing it down and sharing it with others.

Namely, you.

Each month I’ll endeavour to provide just 3 or so noteworthy events from across the internet - along with a personal critique of each. Be it a campaign, website, film or collaboration.

There’s no statistical data nor hypothetical predictions and statements telling you what you should be doing, this is purely things people are doing or have done - or just things that have caught my eye, as a creative director.

I’m writing only to people I know personally, but if you’d prefer to be left alone, please write and let me know, I do hope you find this useful.

Prada - Inside Me

A series of abstract short films casting the viewer into imaginary worlds to promote a line of bags.

This is cool. In an age where luxury brands can look and feel the same online, creativity is one defining factor. Blending live action with a painterly style akin to A Scanner Darkly, this abstract, artistic concept breaks from the norm and whisks you away to another world.

No gimmicks, no sharing, no logging in or accounts, this is simple, straightforward artistic and original. Hats off Prada.


Kenzo - Flower the world

Plant digital flowers over the world and send them to friends using Google maps.

I’ve always admired Kenzo for their progressive thinking and devil-may-care styling, but despite the cute message this feels a bit pedestrian.

Burberry did Kisses with Google over 2 years ago - a smart, well adopted concept. By contrast, this seems a bit behind the times. I’ve planted a flower - now what? Said flower doesn’t appear on Street View to brighten up dull streets, and I’m not sure why (beyond curiosity) I’d bother to do something like this. Then again, I’m not a girl nor do I wear perfume.


Burberry / Apple Music

Burberry launch a channel on Apple’s new music platform.

Burberry have always championed new music, starting with their series of acoustic films online and in-store shows, so this is a natural progression.

If you’re an Apple music user, you can follow Burberry as a ‘curator’ of new musical artists and live videos - part of Apple’s strategy to collaborate with brands owning a real appreciation for music.

I’ve not moved to Apple music because I’m too in love with Spotify, but as a brand approach, this is cool and should promote Burberry to a wider audience - may be needed in the wake of their considerable losses in the East.