DKNY JEANS Room 303-Unlock the Secrets
DKNY JEANS International launches its Fall 2010 Collection via an integrated global campaign this October, featuring digital and social media activities revolving around a series of viral webisodes, as well as retail and promotional activity.
ROOM 303 – UNLOCK THE SECRETS is an animated mystery story set in Hotel NYC, inspired by the Chelsea Hotel. Told in 5 webisodes over 5 weeks, story characters are styled in key looks from the collection. Viewers will further be engaged throughout the season with extras such as character blogs, MySpace updates, Twitter feeds and Facebook wall posts. Consumers can answer questions after each webisode to enter a draw to win DKNY JEANS merchandise, with a big prize at the end of the season where the winner will get to relive the campaign experience with a stay at the Chelsea Hotel in New York. In addition, the Big Prize winner will be drawn into the final webisode as part of the ensemble cast!
Artists Collaborate For Tribute to New and Iconic Fragrances
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Martin Margiela, (untitled) |
Photographer Jenny van Sommers & Set Designer Gary Card Pay Tribute to
Fragrance
NOWNESS.com presents an artistic tribute
to perfume from still-life photographer Jenny van Sommers and set designer
Gary Card. The artistic duo joined forces to capture both iconic and new
fragrances in a style reminiscent of the work of artists Christo and
Jeanne-Claude.
- View Jenny van Sommers & Gary Card’s perfume tribute –http://www.nowness.com/day/2010/10/7
Alana Zimmer & Ann Kenny in Pop Fall / Winter 2010
In Video: Gareth Pugh Spring/Summer 2011
Directored by Ruth Hogben's 11+ minute film for Gareth Pugh Spring/Summer 2010, from SHOWstudio. It was presented in lieu of a traditional fashion show this season. As word got out that the show would consist of a film presentation instead of a catwalk show, any murmurings of disappointment quickly turned to awe once the premiere was underway. The iconic Kristen McMenamy embodied this season's slick distillation of what we have to know Pugh for - optical prints, unexpected fabrics such as neoprene-backed jersey, rubbersied PVC and dramatic shapes - and with her own natural movement, jerked the film about in a pace that suited the sharpness of the collection. The textures and shapes of the clothes were impressively distorted and pushed to their limit with the help of McMenamy's extraordinary movement and verve in the film as well as Hogben's play with light. The trick was for the film to act as a conceptual piece in addition to showcasing the clothes as a running, fully visible lookbook and with both boxes filled, Pugh gets the upperhand in paving the way for fashion film as a conceivable alternative format to fashion shows.
