NEW YORK — Polo Ralph Lauren is delving deeper into technology and social media for its latest runway outing.
Today, Polo will stage the first-ever fashion show for the Lauren by Ralph Lauren brand. The event will mark the second time the company ventures online to present a new collection after Rugby’s virtual show in December, and like Rugby, it will feature footage of real models on the runway in spring looks customers can order immediately.
However, Polo this time has injected a social media twist. Mimicking the front row of a real fashion show, the Lauren online event will feature live commentary about each of the 21 looks from several Hearst Magazines editors. Adding an interactive touch, Lauren shoppers can directly send style questions to these editors, which they will answer for four days following today’s show.
David Lauren, Polo’s senior vice president of advertising, marketing and corporate communications, noted the Rugby show was “a big success” for the company and both sell-throughs and the overall brand exposure beat expectations for the initiative. Because Rugby is smaller and less marketed than the better-price brand, which is one of the largest in department stores, the executive sought to incorporate a new element that would not only help draw consumers but also raise the label’s fashion profile. To that end, Polo partnered with Hearst Corp. and the show will feature commentary from Marie Claire fashion director Nina Garcia, Harper’s Bazaar executive fashion and beauty editor Avril Graham, Cosmopolitan fashion director Michelle McCool and O, The Oprah Magazine creative director Adam Glassman.
The ralphlauren.com page that will display the online show will feature links to each editor’s video commentary, and viewers will be able to toggle between them to listen to their opinions on each look.
“Editors in general offer a fashion credibility,” Lauren said. “This was a wonderful opportunity to work with the people who can give an objective comment on our site. That was our goal.”
To further enhance the “buy-now, wear-now” element of the program, Polo is partnering with Bloomingdale’s, as well as Globus and Peek & Cloppenburg in Germany and House of Fraser in the U.K. These retailers will feature the show, replete with editor comments, on their own Web sites, and allow customers to shop directly for the looks. Each magazine’s Web site also will link to the show from a location on the site’s editorial pages. Essentially, the show becomes a multichannel platform that links Lauren, the wholesale partners and editors, and serves to cross-promote each. Polo officials said there is no corresponding advertising package in the four Hearst titles, nor on the magazines’ Web sites.
Hearst Magazines executive vice president, chief marketing officer and publishing director Michael Clinton found the technological and interactive elements of the concept appealing. “It’s the convergence of a lot of innovation that is going on in the market,” Clinton said. “We have always looked at unlocking the DNA of our magazine brands, and our editors represent our brands. To show how we can take consumers right to the point of purchase is a beautiful thing.” But what if the editors, who were filmed discussing trends in their offices, didn’t like one or more of the looks? Lauren stressed the editors were asked to be objective, with commentary “that is real and honest. We welcome the dialogue, and our customer wants something that is truthful and honest.
“They are not here to promote us, but here to be a part of the dialogue they would be having with their own readers,” he added.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews