Lara exclusive to Calvin Klein

Following rumours Lara Stone has been confirmed as the new face of all three brands under Calvin Klein. Calvin Klein Collection, ck Calvin Klein and Calvin Klein Jeans. Calvin Klein have not used the same face for all three female collections in years and whats even more impressive is they have complete exclusivity of Lara Stone for Fall 10/11. Stone will only feature in Calvin Klein campaigns and runway shows for the season.

Calvin Klein is known for using 'women' in their campaigns rather than the young and very slim girls the fashion industry is used to. Previous models have included Kate Moss and Natalia Vodianova, this has surely set Stone for supermodel status.

All three campaigns are sophisticated but ooze sex appeal and I think Lara Stone is the perfect choice. Calvin Klein are known for their sleek image and Stone's curves and attitude communicate this beautifully. The campaigns were shot by Mert and Marcus and Fabien Baron. I am impressed by all three campaigns but I especially like the new Calvin Klein Jeans shoot, whilst still sexy Stone actually wears the garments but the baby oil and orgies have been ditched! (Eva Mendes!).

Kathryn x

New Talent

Not strictly advertising I know but I've spent this evening catching up on fashion and looking at some new designers...some I knew but others not so well. I was really excited about what I saw and can't wait to see more from some of the names! Some people I looked at were:

David Koma - Studied as Central Saint Martins and has already dressed the likes of Cheryl Cole.

Sophie Theallet - Previously worked with Jean Paul Gauliter and Azzedine Alaia.

Naeem Kahn - Fans include Beyonce, Eva Longoria and Michelle Obama.

Michael Van Der Ham - Featured at Fashion East and sponsored my NEW GEN.

They all have an impressive start and the collections are beautiful! Looking at their website also gave me some great ideas for my final year work, as I would love to promote a new or luxury brand.

Kathryn x

Pandora's 'special moment' film

More and more fashion brands are using short films to set a lifestyle and communicate their brand essence. A recent e-newsletter from Pandora introduced me to their film which has been recently released and is devoted to women, featuring special and unique moments from your life. And of course those beautiful Pandora jewels which fit in perfectly! Set in New York the film is right on trend with the launch of Sex and the City 2. Featuring couples, families and friends the film has a feel good message and is different from usual jewellery campaigns. I enjoyed watching the clip and I hope you will too...

www.pandora.net/uk/Jewelry/New-collection/Brandfilm-2010

Kathryn x

Diet Coke and Nails Inc!

Diet Coke are often immersing themselves in the world of fashion, for example their recent hook up with Karl Lagerfeld. Their latest venture is a collaboration with Nails Inc and a limited edition range of nail varnishes. There are four shades in total, known as 'the city' collection and of course they are named after the fashion capitals...London , New York, Milan and Paris. Not only does the collection provide lovely summery colours but they also taste of diet coke! I've used lip glosses that taste of sweet treats but this is new to the cosmetic industry.

And luckily you don't have to track them down through boutiques or online...they shades are available for purchase at all Boots stores throughout the UK and are also free when buying a bottle of Diet Coke...cant wait!!

Kathryn x

Topshop Cosmetics

Topshop launched their first cosmetic range today online and in selected stores. I'm usually a bit wary of high street brand attempts at cosmetic collections but I'm actually excited to try this one out! Perhaps its just the fact that I love anything coming from Topshop...It's also interesting to me as I launched a hypothetical make up range for Topshop as a project in my first year at university. Its good to see it in reality!

The collection includes Core pieces alongside a SS10 Trend collection. The trend collection is to be updated every three months and the current has a festival inspiration...perfect for the summer. The collection is described by Topshop as:

Bold and Innovative, Topshop Make Up combines the hottest trends and colours with the very best in quality. Applying the Topshop spirit to cosmetics...

To launch the collection customers were treated to professional cosmetic artists and style tips in the Oxford Circus store. Topshop have also obviously been paying attention to new media demands. The website allows you to view video tutorials and a virtual makeover application is to be launched soon.

Mirror mirror on the wall...To extend their fabulousness Topshop collaborated with SHOWstudio.com to offer a unique experience. After shoppers have received their makeover they can pose infront of a mirror and communicate with the likes of Louise Goldin and Susie Lau.

As you can probably tell I'm really looking forward to trying this...so one last comment...I LOVE the packaging! The zebra stripes and scribbled dots are perfectly suited to this seasons military and traveller trends.

Kathryn x

Jimmy Choo's Foursquare Treasure Hunt

Foursquare enable to the users to experience everything around them. You can check in at the many places Foursquare lists, based on your GPS location, and inform your friends of where you are and what you are doing. You can leave comments and tips...great feedback for companies, and receive recommendations based on your location. The more the user uses Foursquare the more they get back and many companies offer incentives and offers to their loyal customers.

For a much better explanation! visit... http://www.foursquare.com/

This new trend is big in the US and Jimmy Choo has picked up on a fun way to engage their consumer within London. Foursquare is based on real-time and the luxury brand will be running a treasure hunt around the city using the social media tool. The competition is to coincide with their new trainer launch and is a great way to create hype around the collection. Jimmy Choo are to leave a single pair of the trainers in fashionable venues...but only for a few minutes. The person who reaches the venue with the trainers in time wins a pair!

This combines online with offline and demonstrates the power social networking can have over the consumer!

Kathryn x

Beauty Supermarket!

The Beauty Emporium has recently opened in Singapore and all inspiration for the design and layout comes from...a supermarket! Instead of the usual beauty counters we are all used to the products are displayed in timber boxes and rowed upon shelves. Trolleys also play their part to add some authenticity! In a space you'd expects to see fruit, vegetables and other groceries customers can choose from a wide selection of moisturisers, shampoos and much more. Additional services include custom blended products from a range of essential oils and a beauty treatment area.

The founder says: 'We combined the supermarket with the personality of a cult grocer'.

Grocers are known for having that personal connection with their consumers and this seems a good way to translate that experience into a beauty store. It also sounds a lot more fun than trawling the isles in our current beauty departments!

Kathryn x

Louis Vuitton uses Footballing Legends

It's coming up to the World Cup and we are used to seeing brands tap into this with related campaigns. However where as this is normally seen with the liked of Coca Cola and Adidas, Louis Vuitton have joined in the football fun! There new video campaign, which was shot by Annie Leibovitz features footballing legends Zinedine Zidane, Diego Maradona and Pele. But rather showing their moves on the pitch they are challenged to a game of table football in an old Madrid cafe! This is miles away from the glamorous adverts were used to from fashion brands and there is definitely the lack of male flesh were used to! But I like the campaign, it fun and playful and will appeal to a male audience. Perfectly in time for 2010 World Cup.

You may wonder how the video actually attracts the consumer but it raises interactivity and helps engage with the customer. It is sure to create word of mouth too. Watch the video at:

http://www.louisvuittonjourneys.com/legends/

You can then share the content via Twitter and Facebook and also vote for who you think will win between Pele and Zidane! Viewers can tune back in on the 10th of May to watch the match in full...clever!

Kathryn x

Diesel's video fun

http://www.diesel.com/ahundredlovers/

Many of my university projects have focused on an increased digital element of advertising and after trawling through Marketing Week and many other website I have become really interested in what the future holds! Brands are becoming more and more innovative with the ways in which they engage with their audience and a basic shop layout or transactional website just doesn't cut it anymore!

One of my favourite campaigns recently has been the Diesel Be Stupid campaign. The concept mixes humour and sex to create a fun and captivating campaign. Perfect for their young and fun loving target audience. The campaign features images of people....well being stupid! Along with catchy slogans. To coincide with this Diesel have released a video catalogue on their website which I think is a great idea. Consumers can view a video of people dancing in the local pub wearing Diesels latest collection. As you hover the cursor over the garments the video pauses allowing you to purchase or view details for that particular piece. This heightens consumer interaction and is a fun and exciting way of displaying clothes online. It is much better to see how the garment fits on the body rather than just laid out flat! And it adds more humour than the catwalk styles used by ASOS.

The Diesel website as a whole is great with loads of interactive applications and imagery. It has also given me plenty of ideas for my next project!

Kathryn x

Lagerfeld for Coca Cola Light!

As a big fan of Diet Coke and Karl Lagerfeld I like this collaboration a lot! Coca Cola Light are known for their marketing partnerships and large scale branding, having previously teamed up with the likes of ASOS and Patricia Field. As you have probably guessed the latest sees Chanel designer Karl Lagerfeld featured on the iconic bottle. The limited edition bottle is opaque aluminium and features a classic black and white silhouette of Karl Lagerfeld in his trademark suit and ponytail. The bottle cap is bright pink and the overall look will fit well in the fashion industry where Coca Cola Light is the popular choice! Lagerfeld who is also a talented photographer shot the new campaign too, it stars his favourite model Baptiste Giacobini who has appeared in many Chanel campaigns. He is serving the beautiful Coco Rocha who sips out of a crystal goblet! WWD says:

"Lagerfeld has long been a fan of diet cola, and says he prefers to drink it in a delicate crystal goblet to accentuate the taste"

The bottles are currently on sale in Parisian boutique Colette and the launch of a limited edition boxed version of planned, which will retail at 47 Euros. I want one now!

Kathryn x

Levi's opens Experiential Experience

I like seeing ways in which retailers transform their shopping environments for their customers and innovative ideas for an experiential experience. And I really like this new concept...

Denim brand Levi's have just opened their new flagship store, located in Regents Park and the main focus is to create an experiential experience for the customer. The two-floor store has been designed by Checkland Kindleysides who amongst many design skills transform retail and in-store environments. The idea is to create a story of the denim production process and show customers beyond the products they see in-store. The shop has a factory inspired feel and inside customers are faced with a large atrium, used for exhibitions. This area is currently showcasing work and portraits of young creative people from around London, most customers these days are looking for more from a basic shopping experience and this offers a broader educational aspect.

Craft is a major influence on this space and original Levi's jeans are lined up and displayed in glass cabinets alongside bottled indigo dyes, again emphasising the production process. A basement area can be used for different displays and even has a stage to accommodate live acts. Finally to top off the experience instead of your traditional 'customer assistant', customers are served by drapers, artisans and tyros.

I think all this is fab and create a really unique and experiential experience for the customer. It highlights the strong history and heritage behind the brand and also the quality, which in this financial crisis is what customers are looking for and are comforted by. Also with growing competition the product alone isn't enough anymore. Retail environments need to constantly evolve and meet consumer needs and I can't wait to visit the new Levi's!

Kathryn x

Fashion Targets Breast Cancer

For a while now fashion has had a strong initiative to target Breast Cancer and their new campaign for 2010 is no disappointment. Fashion Targets Breast Cancer was initially launched in 1994 by Ralph Lauren and has gained many influential supporters. The new campaign will feature Sienna Miller, Kylie Minogue and Claudia Schiffer to name a few and features the women posing covered by a silk sheet displaying the target logo. As well as these big names the campaign was shot by renowned fashion photographer Mario Testino. These images will be displayed through print and media advertising and the campaign has an aim to raise over £1 million in total. The charity has raised £10.5 million since its launch.

Alongside this a number of fashion retailers will launch products associated with the cause. Retailers include Marks and Spencer's, Topshop, River Island, Coast, Laura Ashley and Whistles.

Kathryn x

Augmented Reality

Many brands are climbing on the augmented reality band wagon in order to offer their audiences more in terms of service. This has been seen before with cosmetic brands allowing you to upload your image onto a PC via webcam in order to virtually try on different cosmetic products and colours. This cutting edge technology is offering exciting times for many companies and a completely new shopping experience for us!

The latest company to pick up on this is watch brand TAG Heuer. They are to be the first watch company to introduce this reality application in which consumers can stand in front of their webcam and alternate through a variety of styles and colours. The application will allow you to see yourself and the product in 3D from all angles! Although this is an innovative move and saves on shopping time I personally enjoy visiting the shops and trying products first hand!

Kathryn x

Harvey Nichols Pops up!

Pop-up shops are being used increasingly by brands to showcase collections and trail retail concepts in different areas. They are great at raising brand awareness and can show off fun and innovative ideas. The latest pop-up hub from Harvey Nichols has toured London for four days giving consumers a sneak view of the feminine fourth floor. Consumer interaction was emphasised through competitions - which were glamorously run through their jewel encrusted phone booth! Harvey Nics also introduced a vending machine idea, but rather than picking up a chocolate bar customers could get their hands on ipods and Comme De Garcons wallets! I think this was a great idea and certainly something to be remembered.

The pop-up hub was located in key fashion areas including Hanover Square, Spitalfields Market, Notting Hill and the Southbank Centre. Along with all the fun and games visitors were treated to performances from Samantha Ronson and new star Daisy Dares You.

This marketing technique engages the audience and allows Harvey Nics to communicate with their consumers on a personal level. Shame I missed it!

Kathryn x

Benetton 'It's My Time' Campaign

Benetton are known for their...interesting and edgy campaigns and their latest, 'It's My Time' invited real people to represent the brand. They took full advantage of technology and social networking and offered us the opportunity to create a profile to help them find interesting people. The first 100 winners were chosen by the public themselves - allowing consumers to get involved with the brand and therefore increasing word of mouth advertising. The final 20 were then flown to New York to appear in the Fall 2010/2011 catalogue.

The idea of the campaign was to mix old and new advertising methods, take advantage of technology and celebrate different ideals of beauty. This was helped along by the one competition rule...NO models!

Kathryn x

Denim Rivalry

It is no secret that companies compete against each other but Norwegian Jeans brand Anti-Sweden has taken rivalry to new level - hence the brand name! The aim is to challenge Swedish jeans brand such as Acne and Cheap Monday. Anti-Sweden are asking customers to trade in their old Swedish jeans which will be redesigned but illustrator Justin Bartlett. Co-founder Kjetil Wold says:

"We set out to put rebellion back into jeans by using Norway's strong heritage of true black metal"

The illustrations will play on this by including metal thread and pins.

This is certainly one way of getting rid of competition and something a little different too...it will be interesting to see how Acne et al respond!

Kathryn x

Topsy Turvey Gap

Along with Gap's new in-store reward scheme has come a strong marketing campaign. The Gap store in Vancouver has completely turned itself upside down! This includes everything from window displays to mannequins...even to the cars parked outside! The reward scheme means that customers will be refunded the difference if a garment they purchase goes on sale within 45 days of purchase. The campaign is called 'Sprize Money' and customers are refunded with store credit...clever.

This is certainly something different and has already resulted in a lot of press coverage. It will transform the 'plain' image of Gap and offer a truly interesting retail experience.

Kathryn x

SEX Sells?!

Ok...so after a loooong break of blogging I'm back! Tackling uni work seems to have taken over my life but I'm determined to get back into blogging. After the rush of Spring/Summer 2010 campaigns being released I will continue to explore interesting and innovative advertising and will look forward to the Fall 2010/2011 campaigns!

We all know that sex sells and this has been used for years by Abercrombie and Fitch and Tom Ford but this Valentines Day Armani Exchange took this to a while new level! Their 'Share The Love' campaign features three couples...a gay couple, a heterosexual couple and a lesbian couple...and of course ALOT of oil and a lack of clothing! Armani are obviously keen to express their open attitude but the campaign caused an uproar amongst mothers. A mothers support group accused that the images "poison children with 10-foot posters that are nothing but soft porn".

Personally I don't think they are that bad...not particularly classy but they get the point across and at the end of the day...Sex Sells!

Kathryn x

Premier Vision

I have already talked about Premier Vision on my Quand a Paris blog but I thought I'd mention it on here too. It highlighted trends and fabrics for Spring/Summer 2010 and it was really interesting to see future trends.

Some of the key inspirations were determination and sensibility, rich hues, natural, simple and relaxed elegance. Also chic silhouettes, floaty fabrics and freed up tailoring. I was very happy and impressed by this...especially the neutral tones...as my friends say that's all I wear! It made me excited for the summer and consequently I have started to plan my summer wardrobe, even though its still freezing outside!

Fabrics and materials were light and floaty and blue appeared to be a key summer theme. Although fabrics were quite subtle there were injections of neon and bright pattern mixed in. There was quite a traditional feel with checked and striped pieces.

Checked seemed to be the main trend and appeared with many different exhibitors. Again I have always liked checked shirts and can't wait to dig mine out for the summer. As you probably know from my previous posts I love the traditional British themes and am excited to see these ideas transformed into the catwalk and high street.

Kathryn x

Back to blogging...

Hey, I've been in Paris for the last week so haven't been able to post anything but I'm looking forward to checking out some more campaigns! Whilst in Paris I kept a journal and have uploaded it onto my other blog so please take a look...quandaparis.blogspot.com...

Whilst I was in Paris I found out about Alexander McQueen and it is devastating news. He was a great designer and was such a big asset to the British Fashion Industry. He will be missed greatly and I'm sure there will be many great tributes to the designer.

Kathryn x

There is no stopping Alexa Chung

Alexa Chung is the girl of the moment and there seems to be no stopping her! Not only is she a successful television presenter but she has stormed into the world of fashion. She is regularly seen front row at top fashion shows and currently features on the cover of Vogue's March issue, but now she has been signed up as the face of Pepe Jeans. Alexa doubles up denim and appears alongside a collection of male models for the Spring 2010 campaign shot by Tom Munro. I really like this campaign as it shows a relaxing Spring feel and the layering give the demin a more edgy look. She started off her career as a model and at 26 still has the perfect long legs and preppy tomboy style which I love.

Kathryn x

Miu Miu opts for young model

The new Miu Miu Spring Summer 2010 campaign featured model Lindsey Wixson, who at just 15 year old has already appearing in Italian Vogue and walked for Miu Miu and Prada! The campaign features Lindsey sprawled out on a navy background which creates a nice contrast. But what gets me most is the length of her legs, they seem to go on for miles and are lengthened by the chunky Miu Miu footwear. Her long hair and interesting features give perfect model characteristics but I'm not too sure about this campaign. It is shot by Steven Meisel and although I like the composition I think Miuccia Prada could have chosen a better face. Plus the fact that she's only 15 is slightly scary!

Kathryn x

Alexander Wang's first advert for S/S 2010

Alexander Wang has become huge and his cool and street American style clothing have made him a much loved name but until now he has not done an advertising campaign. Although it will not be featured in magazines it will be spread around New York, which suits his style and attitude perfectly. The image is shot in black and white and exerts youth and energy, it featured model Hannah Holman wearing a white T-shirt. The campaign is ok but doesn't stand out to me as anything special, it makes me think of American Apparel. However it does suit the brands characteristics, I do like black and white campaigns but feel it would benefit from a splash of colour! The campaign was shot by Dan Jackson.

Kathryn x

Celine focuses on the clothes

Celine have used a different technique to other designers for their Spring/Summer 2010 campaign and I quite like it! When I view a lot of campaigns my attention is taken away from the actual clothing and onto the choice of model of the settings and backdrop. Although this means i remember them, the garments often get lost. The new Celine campaign shows model in the clothes...but their heads have been chopped off. This dramatic effect along with the pale background creates clear cut line and really makes the collection stand out. It ensures all attention is on the clothes rather than the models...who are reportedly Lisanne de Jong, Carmen Kass, Jacquelyn Jablonski and Valerjia Kelava. The campaign was shot by Juergen Teller. Although I am a fan of pretty and colourful campaigns I have to admit this one does stand out to me.

Kathryn x

Emma Watson turns ethical for People Tree

Not that young Emma Watson is busy enough what with her studies, acting and modelling, she has now designed a new collection for ethical brand People Tree. Emma is interested in Fair Trade and People Tree founder Safia Minney believes she will be the perfect asset. Emma Watson's young prospective and great attitude and style will contribute to a range which will appeal to a younger audience. Emma says: "It is hard to know what is good and what is bad on the high street and equally hard to find fashionable or youthful ethical clothing. So I decided to work with People Tree to put together a collection I could be proud of in terms of both ethics and design". Emma stars in the advertising campaign herself and it has a great Summer vibe. I think its good that ethical fashion is being shown in a fashionable light and becoming easily accessible.

Kathryn x

Stella's odd choice of campaign backdrop!

We all know that Stella McCartney is an animal lover but her new Spring/Summer 2010 campaign takes it to new levels! It features extremely busy model of the moment Natalia Vodianova with....a Dalmatian. The model is shot sporting a beautiful asymmetric print Summer dress against a background of a Dalmatian dog. In reality this sounds a bit of a strange combination but I love the contrast, the faded grey backdrop and the black and white spots create a unique contrast to the colourful dress and it works! The campaign has moved on from her previously using cartoon animals and I think its a great campaign.

Kathryn x

A few favourites!

As I post about campaign I see recurring themes and notice particular ones I like, this mood board just shows a quick collection of ones that have stood out to me so far. I like the adventure and out doors feel that Balmain and Louis Vuitton express and the choice of models also draws my attention, Daria Werbowy and Lara Stone are both models of the moment and have a great modern attitude but are still extremely sexy. I also like the way the images are placed on white background giving the sense that they are Polaroids...they give me hope for warm weather! Chanel campaigns always stand out to me and their new one for Spring 2010 holds a romantic and sensual feel. The collection is beautiful as always and I like the classicness of the campaign against the casual backdrop. I always like black and white campaigns and Matthew Williamson and Dolce and Gabbana portray glamour in different ways using black and white. Williamson uses a classic silhouette which shows off the fabrics and patterns. Dolce and Gabbana surprise us by showing Madonna carrying out household tasks but the gritty and retro reality of it is alluring. Over all I have seen some fab campaigns and am excited to see what more brands and designers come up with!

Kathryn x

Daria Werbowy for Balmain

Along with a handful of other prestigious deals Polish model Daria Werbowy has secured her place as the face of Balmain for their Spring/Summer 2010 campaign. For this collection the bold and structured shoulder remain but take on a more military twist with armour styled garments and khaki colours. Daria perfectly embodies the feel and attitude of Balmain and portrays the young traveller/warrior look brilliantly, it makes me want to get out an travel. The shoot shows Daria posing against a Land rover in black leather trousers and a trademark strong shouldered khaki jacket.

Kathryn x

New Dolce and Gabbana image

After the initial shock of seeing superstar Madonna carrying out various housework tasks for the Dolce and Gabbana Spring Summer campaign more images have been released showing Madge in various other 'normal' situations! She is seen hanging the washing out and stroking a cat...obviously looking extremely glamorous the whole time! Although I'm not usually a huge fan of Madonna I do like the relaxed and dates atmosphere of this campaign. Take a look at some of the new images...

Kathryn x