BONJOUR TUMBLR: Paco Rabanne is expanding its presence in the world of social media. The brand claims to be the first French fashion house to join Tumblr, with the official launch of its community-based fashion forum, Paco By, on the social networking platform. Billed as a “miscellany of thoughts and impressions,” offering a new window into the heart of the brand, guest contributors to the blog so far include Mathieu Lebreton, editor in chief of Materialiste, photographer Anne Combaz and bloggers Park & Cube, Le Modalogue and Betty Autier. Visitors are invited to reblog content that inspires them. “It is an open community-based platform brought to life by people who use it to share fabulous images,” stated Cécile Derein-Pozzi, communications director for Paco Rabanne Fashion. “Tumblr offers a mode of expression that is simple and intimate yet avant-garde, which corresponds to our brand.”
Located at pacoby.tumblr.com, the blog is structured into four sections: Genesis, Confidences, Fashion Now and Lifestyle. Viewers can click through musings from the namesake designer, say, snapshots of life in the studio, behind-the-scenes action backstage at shows and images of vintage couture creations by the house, with myriad impressions connecting like links in one of Rabanne’s iconic chainmail ensembles. The site will feature a new theme every month. April has been devoted to a retrospective of vintage dresses, and May will focus on major Paco Rabanne muses from the Seventies. Influential Internet personalities will also be invited to dine at the brand’s Paris atelier to get a real-life taste of the inner workings of the fashion house.