How can a brand engage with their community whilst increasing and reimagining its digital presence in response to the current health emergency?
Fashion brands certainly seem to be leading the way in this regard. We’ve made a list of the latest exciting and stimulating digital initiatives you should check out.
When it comes to engaging with culture and making it attractive for people, one can't not think of Prada. After reinventing the wheel and rethinking how to use Fondazione Prada’s website and its social media channels to reimagine its digital presence in response to the temporary closure of exhibition spaces, the brand officially launched ‘Prada Possible Conversations,’ a project intending to connect international thinkers and personalities bowing from different industries with the social media audience through live dialogues broadcast on the label’s official account. The talks will be taking place on Instagram and will be supporting UNESCO for the duration of the crisis. The first talk is scheduled to take place on April 14 at 6 pm CET. Author, curator and artistic director of Jacquard x Google Arts & Culture Residency Pamela Golbin and fashion journalist and critic Alexander Fury will talk about “Fashion in times of crises.” At the same time, viewers will be able to join them to pose questions and share opinions on the topic.
M Missoni's creative director Margherita Maccapani has linked up with co-creation platform AwayToMars to invite designers from all over the globe to virtually co-create a capsule collection that is to be produced and sold worldwide. The designers will have the opportunity to submit sketches and ideas on the platform based on three themes handpicked by Maccapani. The submission starts on April 10 and will run until May 17 with the winning nine pieces to be voted for by the public and then being available for shoppers to buy online and in selected stores.
It’s been over a week since the famed British brand announced they would launch the #McQueenCreators initiative. The digital project aims to bring people together into a creative community, as millions of people across the world remain in isolation to fight the global outbreak. Starting with a series of images of the brand’s Autumn/Winter 2019 Rose dress, displayed at the Roses installation in the brand’s open studio on New Bond Street, London, the projects will involve sketching briefs, 3-D creation and digital tutorials, shared by the brand on its social media channels to encourage followers to “initiate a creative conversation.” Future projects will include embroidery tutorials and collaborations with the McQueen team, universities and students.
Rihanna Robyn Fenty’s brand FENTY has also opened its doors to its first inclusive ‘Social Club’. Some of the fashion brand’s favourite community members and regulars – from LA-based Kitty Ca$h and DJ Pedro to NYC-based DJ stretch Armstrong and topping it off with a live performance by British rapper, Octavian – will be performing live on the club this weekend on FENTY’s Instagram LIVE, this Friday, April 10, from 3 pm PT /6 pm ET /11 pm BST / Midnight CET.
The Swedish brand engaged with its community by launching the #GANNIWFH initiative, inviting its followers to share their creativity with the ganni community by sending over an original image or artwork. The selected artwork will be chosen by a judging panel led by their creative director, Ditte Reffstrup and will be featured as part of a pop-up exhibition in Copenhagen in August 2020. The brand has also started a podcast called Ganni Talks / How Are You? Calling their friends around their world to ask how they’re doing in these crazy times. Guests on the podcast include In-Style Editor Laura Brown, Man Repeller Founder Leandra Medine-Cohen, Creative Consultant and Stylist Kate Foley.
Following the Italian brand’s initiatives supporting the health care system, Gucci is partnering with The Sex Ed podcast for Season 3. An intersection of sex, health, and consciousness, the podcast was born from The Sex Ed’s digital platform which has a mission to inspire conversations around sexual wellness and explore the ways sexuality is experienced and expressed. Episodes feature host Liz Goldwyn in conversation with clinical experts across sexual medicine fields and reproductive health, as well as cultural voices, artists and influencers that are shaping the dialogue around sex education, sexuality, gender, entertainment and wellness.
After donating 20% of their e-commerce sales to the Trussel Trust, which supports food banks across the UK. The team behind Alighieri asked their friends (including journalists, artists, designers, stylists) to write them a letter, a poem, a playlist, anything at all that is giving them light at the moment. All of the posts will then be shared on the brand’s Instagram account. The jewellery brand has also just recently started doing Dante Readings with editor Gianluca Longo and Art Therapy sessions with artist Alexandria Coe.
Not being able to shoot its new campaign but having products online, Spanish brand Paloma Wool asked its followers to style and portray their new pieces from their homes and sharing with them online. Some of the creatives included in the initiative are Carlota Guerrero, Mikaela Hållén, Helena Contreras, Amaia, Sofie Royer, Paula Anguera, Charlotte Robinson, María Undo, Andrea Herrera, Helena y Lucía Cuesta.
Italian brand launched a virtual residency described as a “theatre of joyous distraction.”
Each week Bottega Veneta will host an artist, muse, or collaborator across its platforms to celebrate the creative minds and bodies of work that have influenced them. The residency will follow an itinerary of meeting the artist on Monday, learning about their favorite artwork on Tuesday, and their favorite film directors on Wednesday, and so forth. The weekends will feature a live music event and see recipes shared by renowned chefs along with some culture-defining cinema.