Fashion show with google

Image Search + projector screen = Instant fashion show in Wieden and Kennedy Tokyo’s delightful 30-spot for their recently-launched Google brand campaign “more with Google"

The video shows a campaign called "More with Google".The campaign is a branding initiative in Japan spearheaded by global ad agency Wieden + Kennedy. The viral spot involves four friends projecting Google searches for dresses onto a screen. The girls "try on” the dress projections and have one heck of a time doing it. It features the Image Search functons 'sort by color' and 'similar images' and shows that you can do more with Google than you imagined.

Fashion brands are eager to promote in creative ways.  Fashion promotion now is interactive and getting more customers involvement as to arouse their interest. This is a real-life example shows how fashion can interact with exisiting technology. Stay in tune with the technologies changes is necessary for fashion promotion.

Although the point of the commercial is to expand Google’s reach in Japan by boasting the search engine’s functionalities, the real star of the show is the interactive fashion show demonstrated in the video. The ‘More with Google’ campaign makes me want to try this at home. I predict such an app is coming soon.

Tong Hoi Yi, Kaye

Androygnous Beauty

Right: Andrej Pejic         Left: Jana K

The above photographs are featured in November 2010 Vogue Turkey. At the first glance you may find the photos nothing special except the beautiful clothes and serene mood,  but when Mattrew Brookes took the pictures and dressed Andrej Pejic in womenswear and Jana K in menswear, the androgynous feeling makes the pages so attracting.

Androgyny in fashion is making a resurgence with shades of nineties grunge appearing in contemporary magazines. Fashion brands love to use models with androgynous features, Andrej Pejic is the hot male model that well-known of the feminine trait.

  

Andrej Pejic has walked in shows for Jean Paul Gaultier, John Galliano and Raf Simmons and quickly shocked the audiences. At first people thought he was a "girl", but then they find out eventually and immediately booked by many fashion brands. When Pejic reveals his thoughts towards his unique beauty "What's androgyny? It's the middle ground. It's halfway,'' he says. ''It's unity, but still with individuality''.

 Fashion Brands are enthusiatics to use androygnous models as one of the promotional methods, this can easily draw people's attention towards the brand and the products. 'Society and cultural values have changed, are changing, Young people are more accepting of all kinds of sexuality and ways of life. Like other supermodels, model endorsements can always make a brand stands out from its competitors. And with Andrej Pejic or this kinds of androygnous models more noise can definitely be created. Pejic has only been modeling for 2 years and in the near future i think there will be lots more chance to see him in the high fashion industry.

Gwen, Wong Hiu Ying

Video from youtube
Andrej Pejic by Thomas Lohr for i D

A sercet red box in Central

 Cartier - celebrated the opening of the largest anchor store in Asia

26-27/11

When i walked through Central, i was attracted by a sparkling, big, red box.
The "big box" was luminous at night and like a sparkling jewellary. It was really eye-catching and recognizable. People may immediately think of the jewel case of Cartier.

Actually, the box was located in Central pier and was the venue for celebrating. Unlike the Chanel exhibition two years ago, public is not allowed to make a visit. However, it was sucessful of attracting passer-by's attention easily. People was also attracted by this red box across the harbor.

Tong Hoi Yi, Kaye

RED Valentino Dot Collection

RED Valentino's Pop-up Store was held from 26th-31st, October, on 2/F Atrium of Times Square.

The design of the pop-up store was  very eye-cathing and remarkable, which could get people's attention easily. The store was decorated as a transparent gift box, wrapped in ribbon and had a delicate knot on top of it.  Therefore, it created curiosity to people.They would like to pay a visit to it and see what were inside the "box".

The mannequin and merchandises from the Dot Collection were shown in the pop-up store. The feminie mask brought the mannequin to life which looked like a princess and showed the girlish and sweet image to customers.

After purchasing any RED Valentino Dot Collection, a  pink lollipop with dots was given to the customers as a gift. The design and package of the lollipop were also very delicate and gave us a consistent image of the collection. The receipt was put inside the envelope, which was very special and could impressed the customers.

Lau Fung Sze

Esprot Big Bang

It was a function organized by Esprit from 25 Oct to 20 Nov. Esprit placed Super drums in stores all around the world. The one in Hong Kong was placed inside the Tsim Sha Tsui flagship store where I worked. All customers could hit the super drum. Customers could also do it online. All the hits would counted and if the hits were over 3 million, Esprit would donate 0.5 million Euro to Alibaug SOS.




It was very successful to make noise ans let many people knew about how Esprit was doing the CSR. 

I thought it also could attract customers to come to Esprit Store because the sales of the store where I worked had increased a lot. Especially in the day when Jennifer Tse came to our store to promote this function.

Ng Lap Yin

Zero make noise

UNDERCOVER × COCA-COLA ZERO

What do you expect when you enter a conveniece store for a coke?

Most of time i expect low-price, but today i was totally suprised.

I saw the famous Undercover bear ( Blind fold bear) imprinted on the coca-cola  can. Noted that coca-cola like to launch new design cans in each festival . However, collabration with Japanese fashion brand is the first time. Same for Undercover, this is the first non-fashion collaboration. The theme of this crossover called "Zero make noise".

This is a breakthrough collabration which across three different categories: Music x Fashion x Drink. A sucessful promotion should be able to amaze consumers like this.

Tong Hoi Yi, Kaye

Shatin New Town Plaza x Chocolate Rain x CAMPER

When I saw this exhibition, I was really attracted by it. All the features are so colorful and attractive. What really made me surprise was that this exhibition was crossover with the famous shoes brand "Camper".

The little chocolate rain dolls were all put in the "Camper" shoes boxes. You can see the "Camper" logo very clearly.   I think it is a really good idea for "Camper" to crossover with chocolate rain because firstly it can make a lot of noise because of the out of expectation. Secondly, it is hard for attracting so many people with only display of Camper shoes. The giant chocolate rain features help to attract the people's attention. It helps the "Camper" to promote its brand more easily. 

The exhibition was really very beautiful and I took a lot of pictures of it.

Ng Lap Yin