This holiday season, Cynthia Rowley fans need not limit themselves to the selection in her 60 freestanding stores — they can buy virtual products from the designer starting Wednesday.
Rowley shoppers will be able to choose from a jacket, dress, earrings and a branded backdrop that can be purchased in the virtual world Meez. There, consumers suit up their avatars and customize their spaces while interacting online. Each design will launch for less than $10.
“It’s been incredible to see my designs morph into these consumable avatars,” Rowley said. “The prints and embellishments still read in the digital format, so the products feel really true to life.”
With more than 8 million registered users, whose ages range from tweens to young adults, the Meez community can be accessed via iPhone, iPad and Android platforms.
Nike, Sony and Cover Girl are a few of the brands that have a presence through Meez, which has a mostly U.S. base, as well as users in Canada, the U.K., the Philippines and Brazil.
Meez takes Cynthia’s designs and adapts them to digital avatars. Virtual Greats is the go-between for the deals. In recent months, Rowley has made more of a push to appeal to a decidedly younger consumer base. Aside from designing limited edition bandages for Band-Aid, she teamed with Pampers, a division of Procter & Gamble Co., to launch fashion-inspired diapers at Target last summer. The designer’s latest partnership is meant to woo tech-savvy tweens.
“Our move into virtual products presents our commitment to provide Cynthia Rowley products to the broadest consumer base,” said Peter Arnold, president of Cynthia Rowley. “It’s a wonderful opportunity for us to expand into new demographic markets.”
With consumer avatars gaining popularity, Rowley intends to create a new niche for fashion distribution and consumption. The designer label is already in talks with other sites about launching more products next year.
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
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Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
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