light as air
Infectious smiles are rarely synonymous with fashion but the team behind this year’s L’Oréal Melbourne Fashion Festival are breaking all the rules with a light as air campaign that elevates the consumer experience like never before; the 2010 festival strikes a bold pose on the digital runway with its sophisticated use of new media. Chauntel Scarr, General Manager of Marketing and Communications for LMFF and I did a little social networking of our own and spoke of how the Festival is using new media to bring fashion forward.
The campaign creative for LMFF is strikingly on trend; what were the inspirations behind the styling and messages?
The theme for the 2010 festival is Get Happy! Inspired by the Festival’s success in creating a sense of delight amongst the fashion community, we wanted the imagery to inspire people to celebrate fashion. Both of our beautiful models are smiling, often a rarity in fashion, and portray energetic emotion. The past twelve months have seen a cultural and economic shift for the industry, so the LMFF campaign message is optimistic and inclusive.
The fashion industry at large has been slow to embrace new media however LMFF has a dedicated Digital Committee; why the emphasis on new media?
In 2010 LMFF really wanted to create as many opportunities for people to experience the Festival as possible. Consumer centric fashion events need to offer more than runway events; adding exciting online content such as LMFF TV, a blog and various social networking elements meant more touch points for the Festival. Our Digital Committee works tirelessly to build interactive connections between the Festival and its fans. New media is the perfect channel and we are delighted with the response so far.
What role has Twitter played in the digital strategy of LMFF?
Twitter has been fantastic. From alerting our followers to news and listening to the fashion public, Twitter helps us have an even better dialogue with consumers. One thing we’ve used Twitter for that’s been really great is broadcasting when our team attends other fashion events around the world. Festival Chairman Laura Anderson was tweeting her thoughts from front-row at New York Fashion Week and our Strategic Liaison Fay Nwokobia did the same when in Auckland. Twitter will also be used heavily during the Festival to recruit followers to attend LMFF free events and activities.
What role will bloggers play in relation to LMFF?
Our official blog will be featuring contributions from two Australian bloggers; Kate Vandermeer and Paul Hayes. We really want the blog to be a source of unique perspectives on LMFF and can’t wait to read what Kate and Paul write. We have worked very hard to understand and foster relationships with the fashion blogosphere both in Australia and internationally. The attendance of FASHIONAIR’s Sojin Lee for our Business Seminar and Linlee Allen at the Designer Forum will be incredible; both are pioneers in relation to fashion online. The agenda of the Business Seminar focuses on the future of fashion and we recognize and embrace that bloggers play a key role in this future.
LMFF boasts an official iPhone application; what are the features and how does it deliver upon the digital strategy of LMFF?
LMFF have built an application that provided real value to users and creates opportunities to experience the Festival in new ways. It’s a program of events, a photo and video gallery, a source for information on designers and even has some really nifty social networking features. You can link your Facebook and Twitter accounts to it and even use it as a way to locate your friend if you get separated at an LMFF event. Another great feature is the ability to use the iPhone’s GPS capability to locate the closest place to buy your favourite designer’s fashion, straight after you see that perfect dress on the runway; there’s nothing like instant gratification!
Which designers are you most excited about seeing appear on the runway at LMFF?
The return of Michael Angel will be amazing so we can’t wait for L’Oréal Paris Runway 7. Everyone at LMFF has their favourites but we hold a special place for up-and-coming talent; especially designers featured in Metamorphosis presented by Sportsgirl and Independent Runway presented by Network Ten. These designers are the future of Australian fashion and we are proud to provide an opportunity to showcase their work. We can hardly wait for all the free events such as Sidewalk presented by the Herald Sun and City of Melbourne, Style Celebration presented by Spotlight and Target Rocks Red Market; LMFF have over 100 events taking place over March which explores fashion in all its guises, no matter what your style.