SABINNA RETHINKS THE FASHION SHOW FORMAT WITH A DIGITAL SEE-NOW, BUY-NOW SHOWCASE

SABINNA RETHINKS THE FASHION SHOW FORMAT WITH A DIGITAL SEE-NOW, BUY-NOW SHOWCASE

London-based designer Sabinna Rachimova is quickly establishing herself (and her brand) as one of the emerging talents to watch in the fashion innovation space. Last year, the Central Saint Martin’s graduate partnered with the Fashion Innovation Agency and tech company Pictofit for the first interactive AR shopping experience. The project was so successful, it won Decoded Fashion’s Beyond the Runway award, beating fashion heavyweights like Burberry, H&M and British Vogue. This type of innovative thinking wasn’t a one-off. For her latest collection, Sabinna has decided to ditch the traditional fashion catwalk and partner with a group of influencers for a digital See-Now, Buy-Now showcase. We caught up with the designer to find out more about the experience and the significance of fashion week for emerging designers. What are your plans for London Fashion Week this season? This season we’re trying something completely new, leaving fashion shows behind and instead producing a digital showcase of our new collection – worn by social media influencers from the USA and UK, all with different audiences and all with a different style. How does it work? We have partnered with 14 influencers and have given each of them a single look from the new collection. Each day during New York Fashion Week and London Fashion Week, a different girl will reveal her outfit, which will be available to buy instantly with a simple swipe up through their Instagram stories (see schedule for each day at the end of the interview). Quite literally #SeeNowBuyNow. We think this is the future of the fashion showcase, especially for emerging brands who want to reach out to...
ASICS ENTERS THE FITNESS-AS-A-SERVICE SPACE WITH THE LAUNCH OF ASICS STUDIO

ASICS ENTERS THE FITNESS-AS-A-SERVICE SPACE WITH THE LAUNCH OF ASICS STUDIO

Health and fitness apps usage has grown by more than 330% over the last three years, according to a 2017 research by Flurry Analytics, which found that 96% of people stay loyal to their apps and more than 75% of active users open their digital helper at least two times a week. The study also reports that highest growth in the category is coming from studio and fitness content apps. Which explains not only the rise in the number of health and wellness startups, but also the investment in training apps from sportswear giants such as Nike, Adidas and Under Armour. Asics is the latest player entering the space. The brand has launched a new subscription-based fitness app, featuring a variety of workouts (outdoor running, indoor cycling, elliptical, strength training and treadmill fusion) created by professional personal trainers. Asics Studio, which is focused on audio-led coaching and motivation, offers three types of subscription packages: monthly ($9.99), quarterly ($23.99) and yearly ($95.99) and include unlimited workouts.   Asics Studio will become the latest addition to OneAsics – the company’s membership program for the entire Asics family (ASICS, ASICS Tiger, Onitsuka Tiger and Haglofs), where users can access special gear, services, events and expertise such as free shipping, access to Runkeeper Go subscriptions and free 90-day shoe returns even after you run in them. “Asics has been the leading brand in the running category. Part of the acquisition of Runkeeper in 2016 was to cement that position further. It is now leveraging that strength and expertise to expand into a wider fitness arena beyond running. It is also part of Asics’ effort for expanding...
CHRISTOPHER RAEBURN TEAMS UP WITH AIRBNB FOR STUDIO TOURS

CHRISTOPHER RAEBURN TEAMS UP WITH AIRBNB FOR STUDIO TOURS

Fresh off the LFWM runway, where he made us rethink our relationship with the clothes we wear, Christopher Raeburn has now surprised us with a new experience. The British designer has launched a studio tour experience through Airbnb Experiences. Visitors who get a spot will take a private tour of Raeburn’s Hackney studio in London, led by the designer himself. They’ll have a chance to access the studio archives and atelier. Beyond the behind the scenes walk through, fashion lovers will get hands-on and design their own unique t-shirt. The experience, which costs £40 and lasts around two hours, will end with a toast to creativity and a friendly discussion with the designer. This is a perfect move by Raeburn, for whom the core of design is rooted in sustainability and intelligent fashion. As we reported, the studio already does Open Days where people can pop in and get to learn more about the brand. The team up with Airbnb is a great way to reach new type of consumers – people, who might not be necessarily very interested in fashion, but who are hungry experience-seekers, willing to try something new and unexpected. The partnership is also an example of the importance for brands to connect with consumers directly.   Have a story you want to share or submit a guest post? Get in touch at info@interlaced.co To keep up to date with our activities and upcoming events, follow us on Twitter, Facebook, Instagram or sign up to our newsletter....
LIZ BACELAR AND RACHEL ARTHUR JOIN FORCES WITH THE LAUNCH OF THECURRENT DAILY

LIZ BACELAR AND RACHEL ARTHUR JOIN FORCES WITH THE LAUNCH OF THECURRENT DAILY

Anna Wintour and Karl Lagerfeld. Olivier Rousteing and Kim Kardashian. Kendall Jenner and Cara Delevingne. Taylor Hill and Sara Sampaio. And now, Liz Bacelar and Rachel Arthur stand among a group of thriving fashion friendships-turned-partnerships. Bacelar, who previously founded Decoded Fashion in 2013 and grew it into an international conference series based in NY, London, Milan and Tokyo and a community of 20,000 innovators in fashion and technology, recently founded TheCurrent – an innovation firm with a mission to identify emerging innovation opportunities and drive brand executives and technology leaders into action. On Friday (12.01.2018), the duo announced that TheCurrent is acquiring Arthur’s tech news site, Fashion & Mash. Its rich library of 1,500 articles has captured the industry’s evolution in e-commerce, social media marketing, machine learning, augmented reality and smart textiles.     Arthur’s publication has been rebranded as TheCurrent Daily, where she will serve as an Editor-in-Chief and Chief Intelligence Officer. At TheCurrent, she will oversee all intelligence underpinning the business, as well as open the company’s London office. “I’ve known Rachel for many years as a leading expert in the field, someone who, like myself, focused on being at the forefront of what’s new and what’s next for the industry. Fashion & Mash became a valuable resource for many executives in London and we would like to build upon its success and expand its reach. Her original content will continue being a leading force shaping the industry,” said Bacelar in an official statement. TheCurrent Daily will continue F&M’s legacy, scaling to a global level tracking the big innovations and key disruptors impacting fashion, retail and lifestyle...
THE CHANGING INFLUENCER LANDSCAPE AND THE CUSTOMER AS A CO-CREATOR

THE CHANGING INFLUENCER LANDSCAPE AND THE CUSTOMER AS A CO-CREATOR

Gone are the days when managing social media was on the duty list of the intern. As the social space becomes ever more complex with the rise of new platforms and algorithmic timelines, brands need to work hard to keep up not only with the developments in these channels but also getting to know the personalities that rule them. From celebrities to micro-influencers It’s not news that companies should set aside budgets for influencer marketing, however, what that budget is has changed dramatically. If a few years ago turning to bloggers was a more cost-effective way to reach consumers rather than, let’s say, a TV ad, we’ve almost reached the point where companies have to choose one or the other. To put it in context, the most followed YouTube starts (with 7m subscribers and more) can command $300k for a video partnership, while an agency-produced 30-second TV ad could cost $350k. Let that sink in. This doesn’t mean that influencer marketing is going away but in 2017, the social space gave rise to another group of socially-savvy users who are more authentic, more accessible and, in a lot of cases, more influential: the micro-influencers. Unlike celeb-status bloggers and vloggers (think Chiara Ferragni or Zoella), micro-influencers are rising social stars who, while not having millions of followers (yet), create greater engagement. Most of the time, they also operate in a specific niche (eco travel, tattoo artistry or a very particular type of illustration) which leads to that increased follower engagement and makes them a trusted source of information. Social agency HelloSociety found that micro-influencers (those with 30k followers or less)...