NEW YORK, United States — Each season, shortly after the four main fashion weeks in New York, London, Milan and Paris, marketers in our industry begin planning their print campaigns for the following season. It often takes us weeks, if not months, to assemble our creative teams and produce immaculately crafted shoots, followed by still more months to buy media placements in magazines and on outdoor billboards. Meanwhile, for
The story of Ugg (Telegraph) “Clumpy or comfortable, hideous or heaven-sent, few shoe styles have proved as divisive as Uggs. The boots – originating from Australia – have outlasted all forecasts of their demise, and rocketed to ubiquity as one of the footwear industry’s biggest success stories of the past decade.” Offer Submitted on Gianfranco Ferré (Fashionologie) “Gianfranco Ferré might have
Giles Deacon’s Ungaro debut (Independent) “Deacon, who became creative director of this grand French fashion house in spring this year, said he wanted to take it back to its distinctly French roots – and he has done just that.” Is this the future of media? (Independent) “Many companies have, in recent years, moved into the customer publishing sector, distributing their own glossy magazines to their client
LONDON, United Kingdom — The fashion film movement has hit the mainstream, with well-known brands like Prada and Y-3 running integrated, cross-channel campaigns around high-impact digital videos and a dedicated Digital Schedule for fashion films and catwalk streams now in place at London Fashion Week. But there were no signs that the medium was condensing around fixed codes. Quite the opposite. What we saw was the kind of restless innovation and constant evolution that characterises the fluid nature of digital media itself, with an explosion of new films that energised, but also transcended, the seasonal presentation schedule, speaking directly to consumers across the internet as part of in-season digital campaigns. During the Paris menswear collections, Stefano Pilati opened the Yves…
LONDON, United Kingdom — It’s that time of year again. With over one million pageviews on BoF in 2009, it’s time to take stock of the year that was in a retrospective of the most popular articles from The Business of Fashion. Needless to say, 2009 was the year of social media in fashion and our top 10 list is reflective of the explosion of interest in fashion bloggers, social networks and the now ubiquitous Twitter.