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Leading social sites Pinterest and SnapChat have both partnered with leading fashion magazine Vogue to create inspiring content during London Fashion Week and beyond as retailers look at new ways to generate content-driven sales.
Pinterest has formed a global content partnership with two of Vogue owner Conde Nast’s most popular brands, Vogue and Architectural Digest. As part of the deal, Vogue and Architectural Digest will curate more than 160 exclusive videos aligned with Pinterest’s key current and cultural seasons, starting with fashion month in February, followed by wedding season, summer and back-to-school.
SnapChat has partnered with the Augmented Reality (AR) exhibition Vogue x Snapchat: Redefining Body, founded by Edward Enniful OBA, to London this February and allowing viewers to “see how AR is redefining the way we experience fashion”. Design – Advancing the realm of physical fashion, amplifying and transforming clothing designs through digital experiences,” the company said.
Vogue x Pinterest
Condé Nast is already one of Pinterest’s longest running and largest content publishers with over 40 Pinterest profiles worldwide. The partnership is a natural extension of heritage based on two of Condé Nast’s most beloved brands, Vogue and Architectural Digest. Each of these brands is a leading authority in fashion and culture (Vogue) as well as design and architecture (Architectural Digest).
As Pinterest is the top destination for weddings, Vogue is launching a new Pinterest profile for all things wedding in April – from checklists, to table settings, to dream dresses, to bridesmaid looks, the boards cover it all. The new handle will be prepared by Vogue Weddings editors and wedding planners, the biggest weddings of the year will get their own special boards.
“We are excited to partner with Pinterest this year,” said Annie Shehigian, Senior Vice President of Digital Video English at Condé Nast Entertainment. “With our authority in fashion journalism and global design and architecture through the Vogue and Architectural Digest brands, we’re excited to bring you even more exclusive video content with exclusive access, tips and inspiration to keep up with the trends.”
Starting this month, Vogue will debut unprecedented backstage access and the hottest runway trends to Pinterest for a series of original shows in New York, London, Milan and Paris on its Pinterest profile.
This summer, Architectural Digest explores how to create the perfect backyard space for summer, with insights on everything from revitalizing your outdoor space to beautiful outdoor entertaining. The series begins on Memorial Day and runs through the Fourth of July.
Architectural Digest creates ongoing content highlighting designs inspired by the 2023 AD100 listing – featuring the industry’s top designers – as well as the concept of small living – from the first apartment to the tiny house trend. , to the perfect bedroom.
“Condé Nast has a long history of innovation on Pinterest and brings their editorial voice to life through new content formats and collaborations with Pinterest creators,” says Nadine Zylstra, Global Head of Programming and Originals at Pinterest. “Both Vogue and Architectural Digest have strong audiences on Pinterest, and we hope they’ll be excited about the original content and new ideas this partnership will create.”
Vogue x Snap
Launched on the first night of London Fashion Week, Immersive Vogue x Snapchat: Redefining the Body will be open to the public for 16 days and is a major collaboration between Snap and British Vogue to showcase how role models are redefining the way we experience fashion. And design – advancing the realm of physical fashion, highlighting and transforming clothing designs through digital experiences.
Visitors can immerse themselves in the creative vision of some of the world’s leading designers as they explore six custom-designed rooms. Each room showcases a different designer’s collections through a series of augmented reality experiences, including virtual experiments by Dior, Kenneth Eze, Richard Quinn, Stella McCartney, Thebe Magugu and Versace.
The exhibition will be open to the public at 84-86 Regent Street in London from Saturday 18th February to Sunday 5th March. During these two weeks, in addition to exploring the exhibition, visitors can sign up to join talks, keynotes and tours hosted by speakers from the worlds of fashion, beauty, technology, innovation and culture.
“It’s a pleasure to bring the quality and vibrancy of Vogue x Snapchat: Redefining The Body Exhibition to London,” said Edward Enniful OBA, Editor-in-Chief, British Vogue and European Editorial Director, Vogue. “London is the capital of fashion for a reason: we house the most exciting, innovative and great talent the industry has to offer today. By organizing this special exhibition, I’m re-imagining an exciting new show about the new frontiers of fashion, and with a partner like Snap we can push the boundaries of what our audience can experience.” .
Evan Spiegel, Co-Founder and CEO, Snap Inc, added, “We are extremely grateful for the opportunity to partner with British Vogue to bring fashion in augmented reality to London’s Regent Street. We can’t wait for visitors to immerse themselves in the creativity of the world’s top designers and try on famous clothes in AR.
Admission is free and visitors should go to www.voguexsnapchat.com to book tickets and learn more about the event program. For non-Londoners, there will also be a global AR experience for Snapchatters via the app.
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