MINKOFF GETS ANIMATED: Ever the online innovator, Rebecca Minkoff’s digital lookbook for the resort 2013 collection will feature moving images. In addition to its traditional lookbook, the designer commissioned photographer Aaron Stern, and Killdisco Design (for digital production) to create “animated GIFs” that bring the brand’s apparel and accessories to life. According to Minkoff, viewers can now see each head-to-toe look in motion, as well as click on the static image to see multiple views and detail shots. “It’s basically a flipbook set on a rotation,” the designer said of each series of images. Depending on the look, the amount of images needed to “animate” the shot ranges from three to five (but can go up to eight for looks that feature a model unbuttoning a jacket). On June 5, the brand released a “Call Me Maybe” video on YouTube – a spoof on Justin Bieber protégé Carly Rae Jepsen’s catchy song – and it’s already gone viral. The short followed Minkoff, Hilary Rhoda and Leandra Medine as they got ready for the CFDA Awards last week, and it’s garnered nearly 65,000 views.
June 13, 2012