Diesel & Toronto Fashion Week: VAWK

I’ve said it before, and I’ll say it again, I LOVE the business of fashion!

I love when those in the fashion industry figure out intelligent, new ways to sell clothes. I especially love when smart companies figure out ways to let the consumer ‘interact’ and engage with the clothes, in some form or another, before they’ve even purchased the clothes or are anywhere close to hearing the lovely ring of a cash register.

Because come on ladies, after all, it really is all about the “experience” of shopping that’s gives one a drug-like high that can last for days & days (and is what will bring you back to a particular brand or store, again & again.)

Whenever I see a new piece I-Have-To-Have, I immediately picture where I will be in it, who I will be with, and what I will be doing in it!!!!

No surprise then that I hate clothes on mannequins. Yes, the clothes look great on a mannequin but they never look the same on me, you or the girl (or boy) next door. They never look the same when you are moving, walking and sashaying across the city.

This is why I immediately fell in love with Diesel’s new “marketing” approach for its current Be Stupid campaign – an interactive video!

It doubles as a music video for “Hundred Lovers” by Josep Xorto, but for you and me, the best part is watching the clothes, IN ACTION, (oh, the logic), and if you see something you like, hover over it and click it to bring up more info!



[Via diesel.com]

Toronto Fashion Week

And it’s just as simple as that, isn’t it – seeing the clothes in action.....on her, on you, on him......For me, that’s one of the main appeals of attending fashion week. It’s an opportunity to see real people IN the clothes. And before you *tsk tsk* with a “models aren’t real people”, well, number one, yes, yes they actually are real people, and number two, you should have checked out the recent VAWK runway show for Toronto’s LG Fashion Week .

A showcase of intelligence at its best in the fashion industry, VAWK used “women-on-the-street”** as models for its Fall/Winter 2010 show during Fashion Week here in T.O. When the consumer starts to cry, “I want something different”, why not give them what they want? Trust me, they’ll LOVE you for it. (And yes, we are a finicky bunch, aren’t we? There may be times when you give us what we want, and we come to realize the way you did originally was better. Well, that’s when you get to hop onto your almighty soapbox and yell back at us, “I f$%&’in told you so!” But that’s a story for another day....)

Watch the VAWK Fall/Winter 2010 Runway Show video:


[via vawkcollection.ca]


And another tip of the hat goes to Sunny & Ben for using an uber-cool venue – the AGO. I don’t think it hurts to point out how forward-thinking VAWK is and continues to be, which is why I LOVE keeping on my toes by seeing what they are doing next, how they are going to take it to the next level. (VAWK was the first Canadian fashion show to be streamed live.)

Check out vawkcollection.ca for the VAWK Fall/Winter 2010 show music, behind-the-scenes shots, and stills of the complete collection.

If you’re interested in reading more about interactive video, check out this iMedia Connection article: Interactive video: A powerful beast

**For most, VAWK used ‘real' woman in its show. Not sure what that means, as every woman is real! To me, VAWK plucked women you would see every day, any day, in your neighbourhood – the one pushing a stroller...the one helping her daughter pack for uni...the one with a few grey hairs...the one who’s hawtness you envy because she’s not afraid to runway-walk everywhere (we all should)!

PS: None of the above is breaking news...just my spin........& don’t ask...I’m always late.....


Love love,

If I Was A Rich Girl...Toronto