As the fashion week circuit approaches the climax of the Autumn/Winter season and Spring/Summer starts arriving in the stores, we try not to feel too confused about what time of year we are actually looking at. Luckily we were happily distracted by a couple of inspired marketing campaigns, tempted by some fashion-related sushi and excited about more wearable clothing for those inevitable March rain showers.
Loro Piana post office
We’ve all seen the vinyl comeback and many are hoping for a print magazine revival but maybe there are signs that the humble postcard is the new text message. Loro Piana seem to think so with a Milan Fashion Week promotion that saw them convert a local street newspaper kiosk into a post office where passers-by could write postcards (all related to the brand of course) and send them to loved ones. A cute idea for sure and cheaper than buying your friends a Loro Piana sweater.
Loewe Custom Monogrammed Golden Bike
Another cool marketing idea appeared in Shanghai this week to promote the opening of a spectacular new Loewe store. Tapping into the city’s famous association with two-wheeled transport, the Spanish super-brand teamed with Hello Bikes to create monogrammed and logoed versions that can be borrowed to travel around the city. Environmentally friendly, healthy (smog aside) and pretty to look at, they heralded the arrival of the new store in every corner of the metropolis.
Saint Laurent Sushi Park Paris
Fashion houses have often tried to tap into the prestige of upmarket hospitality (Ralph Lauren’s Polo Bar and the ever-popular Kitsune Cafés for example) but manicured eyebrows in Paris were raised when Saint Laurent, that bastion of refined luxury, recently opened a Japanese restaurant in the basement of its Saint-Honoré boutique. Probably most of the surprise was because no one thought the super-skinny Saint Laurent customer ate anything at all but we guess pushing a piece of sushi around a plate doesn’t add too many calories so is still on brand.
Rains Suva Waterproof Fabric
Although many of us don’t really notice, textile technology is in overdrive these days as customer demands increase in terms of practicality, sustainability and performance. Outerwear is at the forefront of this innovation so it’s no surprise that Danish brand Rains have just launched a brand-new fabric that combines excellent waterproofing with breathability – something often lacking in rainwear. Made from three different bonded layers, their clothing made from Suva is practical, supple and comfortable, cut not only into signature hard shell jackets but also easy to wear pants and shorts. Expect to see a lot of these on the rainy streets of Copenhagen.
Moët & Chandon x Pharrell Williams
LVMH have quite a history of working with different creatives to design bottles – both Lady Gaga and Lenny Kravitz have worked with Dom Perignon in the past – but this time they are keeping it in the family by bringing together Moët & Chandon and Louis Vuitton men’s Creative Director Pharrell Williams. There is something for every pocket: most of us can go for the Limited Edition which has pearl-like beads scattered across it whilst the more affluent can get a removable bow on their bottle (which doubles as a post-tipple brooch). For the truly mega-rich, there is the opportunity to drop €30k on a 3-litre Jewel Masterpiece bottle complete with 7310 real pearls…
Barbour x NOAH SS25
A weekly news bulletin would not be complete without a new collab and so we finish on another one by Barbour who have made quite a name for themselves with their ability to work with brands as diverse as Ganni and Junya Watanabe. This time they join forces again with US brand NOAH to bring a capsule collection that brings a certain Cape Cod vibe to the traditional cord-collared jackets. The t-shirts printed with swans and flowers and the hoodies are a little underwhelming but the jackets in mint green and patchwork madras are a smart addition to Barbour’s huntin’ and shootin’ look.
