Fashion, image, body... I'll post about it soon, but for now, let's have a look at The Illusionists teaser.

Synopsis

The Illusionists is a documentary about the body as the “finest consumer object” and the pursuit of ideal beauty around the world.

The preoccupation over physical beauty is as old as time; what is different today is the central role that the pursuit of the perfect body has taken: it has become our new religion. A beautiful body is seen today as key for personal and also, more importantly, economic success for both women and men. The fast-paced culture brought on by globalization and the new economy has created a new paradigm of self-making: individuals are increasingly pushed to re-invent themselves. The key anxiety of the 21st century is the fear of disposability.

The beauty industry is constantly expanding and has now found two new targets: little girls and men. A revolution is under way in the perception that these two groups have of themselves.

The Illusionists will explore these themes through the testimonies of sociologists, historians, advertising executives, magazine editors, scientists, and authors in North America, Europe, the Middle East and Asia.*

*from the website http://theillusionists.org

For those who already liked me on Facebook, you are now familiar with Mademoizelle Chic profile picture, otherwise, you can like my page here, and see the image below in the slideshow. Here is the story behind.
As I said in the About me tab, when I was a little girl, I had a whole wall decorated with ads from luxury products. I was really interested into brand images and how a product was depicted as being glamorous or rebel or even sexy. The whole concept of "how you are" or "how you should feel" if you were the proud owner of that perfume or those pants really intrigued me. It seems very stupid for the little girl I was but it was so powerful to see how a product or a brand can make people feel that I really wanted to understand. I didn't get everything of course, but I thought that I might learn from these ads on how to sell a product, how to promote a brand. In order to understand better, conceptualize and reproduce these ads, I took chalk sticks and paper and copy them. These are then, the drawings that came out - and you can tell I am not an artist!
This is the story behind, silly but I like to remember it!

We definitely want to follow this event: the first digital fashion week.
It will be held from October 20 to Oct. 22 from Singapore, and it will sure be unique. I can't wait to see how it goes, the collection they present but most of all, the results.
I was imagining a special app for fashion weeks recently but this is far beyond, because it is more than just the clothe: it's live streaming front row,  backstage, real time purchase. Would it go as expected?
More information: Digital Fashion Week or FB page.
Exciting, right?

While Uniqlo (a group company from Fast Retailing) is opening more stores in Europe and by the way creating employment (Le Monde), I wanted to share with you their amazing concept for raising the brand awareness and make it fun and original. (It se
They created a widget that runs 24/7 combining time and fashion, a mix between a clock and a showcase of their clothes. Depending of the time and the season, the models/dancers wear different clothes and are more or less active.
To understand the case, why they did it and the results it brings, watch the  Youtube video below.
As you can see in the video, it won a Grand Prix in the Cannes Lions (International Festival of Creativity).
With its international development strategy, I am sure it will come up with some new ideas (4 years since Uniqlock!), and I can't wait to see them!
Read more about it: Projector

I really like the Nike "Find your greatness" campaign because I think it really speaks to most of the people. It inspires me and I was wondering about how a sport brand can acquire more market share. I truly think that there is a segment that could be more targeted in western Europe and the US as the population is aging: the “over 40’s”.

Let’s have a look at some figures: most of the athletes we see and admire are less than 30 years old and the median age for an Olympic athlete is 26. These 2 articles about age in sports are very interesting:
Could you be an athlete? Olympics 2012 by age, weight and height
Olympic Athlete Ages: What is the “peak” age to be an athlete?

So, yes, having an athlete for your sport brand is great, because we all admire them, but as the Nike campaign says, greatness is everywhere and “we are all capable of it, all of us”.

A campaign for the over 40 years old would be great with a direct message like  “let’s be honest, when you look at the mirror, you don’t see a 20 something Olympic athlete, but you are an athlete and you have your goals and your own merit”. It would be kind of sponsoring the real/strongest athlete, the ones that never stop their effort. Of course you need to improve this idea, add features (like a online Club with retired athletes who give advice on sport?), and make it more concrete, but that’s the essence.

Want to try?

Nowadays, the world is more connected than ever, but sometimes I feel that we are not taking full advantage of it. Have you ever think about how a fashion blogger from Japan can influence trends in Argentina?

That is the beauty of globalization and sometimes what most people fear about it. Every little thing can ¨travel¨ from one side of the world to the other in a nanosecond. Everywhere in the world, bloggers, designers and people like you and me express themselves about topics that they specially love and care about. On the other hand, we all know about video conference, video call, private network or platform.

So now, take a renown brand, mix the ingredients mentioned above and let´s see what happens!

You must be thinking : ¨where is she leading us?¨ Well, mesdames et messieurs, I am leading you to the first international fashion runway designed and created by young and soon to be famous designers in partnership with bloggers. And the brand in that?

Let´s imagine I am "BrandX", with a rebel image or an out of the box philosophy. Well, BrandX is offering to those designers and bloggers the extraordinary chance to put together a collection inspired by the brand for an international event during the fashion week of - maybe not NYC - but LA . How cool is that?

BrandX sponsoring and promoting designers in order to have a new collection that reflects what it inspires to people.... WoW!

On one side we have bloggers that follow trends and can contribute by sending insights about what they thing is next and how they see the brand, what it inspires them. On the other hand, you have the designers who take all of that and work together from remote places in order to create a collection inspired by the brand with their own touch. Of course, it might be difficult and complicated to make people agree on the same thing, so the project manager has to divide the collection and roles.

Once you have it running though, you gain valuable insights of the brand perceptions in different countries, the human resources and talent worldwide and of course media exposure.

Want to try?