STELLA GETS SOCIAL: Stella McCartney is out to woo her customers with a ramped-up Web site, a second edition of her iPad app with personal touches and a first look at the new fall ad campaign by Mert Alas and Marcus Piggott.
The designer has added 28 European countries to her e-commerce business which launched last year, and will preview the ad campaign, which stars Natalia Vodianova, on stellamccartney.com starting today. Her enhanced e-commerce site offers customers special functions such as a “reserve in store” option that allows customers to set aside an order online and pick it up in the store of their choice. There is also a private in-store shopping service that customers can book online.
The new app features a gallery of images from the recent “Linda McCartney, A Life in Photographs” show in London and accompanying book published earlier this year by Taschen. The images have been personally selected by McCartney. The app also includes a behind-the-scenes look at the creation of the ad campaign for McCartney’s Team GB line of Olympics-inspired sportswear, backstage footage from the designer’s fall 2011 show in Paris, a preview of the 2012 resort collection and a “making of” video of the dresses that McCartney created for the Met gala in May.
The fall campaign was shot in a private Oxfordshire home, in a topiary garden. The campaign will break in the September issues of magazines including British and American Vogue, Harpers Bazaar in the U.S. and Interview.
— SAMANTHA CONTI
GIRL ON FILM: In addition to traditional print advertising, Bottega Veneta has created a short film for the launch of the brand’s first women’s fragrance, a self-named project due from Coty Prestige in September in the U.S. (it entered Harrods doors in the U.K. on July 17). The film, shot by Bruce Weber under the creative direction of Tomas Maier and featuring Nine D’Urso (the scent’s face and the daughter of Inès de la Fressange), is intended to picture the soul of a fragrance, according to the company. Shot on a South Florida beach, the film is now live on bottegaveneta.com.
— JULIE NAUGHTON