Jo Malone London is bringing its London-based town house online.Today, the Estée Lauder Cos. Inc.-owned company will introduce digital "The Talk of the Townhouse" — billed by the brand as a digital platform that will open the doors "both literally and figuratively" to Jo Malone London.Named after the Georgian town house in London’s Marylebone that serves as the brand's global headquarters, content will showcase many of the British artists, singers and influencers the brand regularly collaborates with, including Poppy Delevingne, Karen Elson, Leith Clark, Sophie Dahl, Bay Garnett and Rose Uniacke. The Talk of the Townhouse also provides detailed information on the scents and perfumers behind every one of Jo Malone London's scents, gives monthly horoscopes and shares tastemaker hosting tips.A corresponding print edition coincides with the rollout, which will be given out in all freestanding stores across the U.K. and North America, in key transportation and urban hubs in London and New York City and hotels in New York, London and Los Angeles. Additionally, a printed copy will be included with every online order placed on jomalonelondon.com for the next two months."When we're launching a program we [typically] do a press trip and tell one simple story — but there's much more…[and] we want to express this through our classic communication tools," said Jean-Guillaume Trottier, global brand president of Jo Malone London. "It's really 360 degrees and it was needed — because today when you see the communication of brands it's all over the place."Welding the digital platform with the physical manifestation of Talk of the Townhouse, he explained, was key in touching as many customers — and wherever they might be engaging with the brand — as possible. The content platform's unified brand message will live simultaneously on Jo Malone's e-commerce site, on all its social channels as well as in-store. Trottier said the team is still figuring out what the frequency of a print edition might look like.Tonight, Delevingne and Elson are hosting a party in London at the Jo Malone London Townhouse, where the corresponding print issue of the "The Talk of the Townhouse" will be handed out to guests.Trottier called the project another layer to the brand's digital strategy."All of the content will also play out across social media. We very much see it as the heartbeat of the content ecosystem, which will effectively disseminate all content across digital and social channels and in-store," he said.According to data from Socialbakers, in the last year, the brand has chalked up a 63 percent increase in Facebook fans, which could be attributed to a 291 percent jump in posting frequency on the platform. On Instagram, relative followers increased by more than 105 percent.It's also sizable digital marketing initiative for the brand, which is said to be among the fastest-growing companies within the Lauder portfolio, with year-over-year growth nearing 40 percent. Jo Malone London surpassed $1 billion in retail sales for the first time last year."What we had in mind was that it was more than [just] the web," Trottier added. "It was clearly to be able to create a lot of content and stories for the brand...and now with our organization internally we can broadcast dramatically — and much faster — our storytelling cross-platform."
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews