55DSL ROMA CAMPAIGN

The launch of their SS12 collection has prompted 55DSL to head in a new direction as far as their communication strategy is concerned. This season their plan is “To explore 55DSL’s creative and Italian roots while engaging its audience through entertainment and interaction.” To kick off this new mission 55DSL will collaborate with some of the worldÊŒs most progressive and creative talent. Rather than issue brand-centric briefs that stifle their creative freedom, these collaborators will be allowed to showcase their unfettered creative vision of 55DSL’s brand heritage: youth, freedom, fun and Italy.

The first collab was directed by the young Los Angeles based Director/Producer David Altobelli, a short film shot entirely on location in Rome. “Roma” is a beautifully shot video which has resulted in a perfect representation of the freedom in youth 55DSL stands for.

Original Soundtrack: Keith Kenniff
Models: James Cox for “M and P Models” and Sidney Geubelle for Fashion Model

SPRING/SUMMER TRENDS TO LOOK OUT FOR IN 2012

Key looks that will be hot on the fashion radar in the coming months

Spring is coming and that can only mean one thing. (Actually, we take that back, it can mean many things: lambs, daffodils, Six Nations Rugby, International Women’s Day, one step closer to summer, the end of winter and many more
)

In this context, spring’s sole signifier is: fashion. As the daffodils and crocuses sprout up from the soil, so too flower patterns seem to blossom across all manners of skirts, blouses and – more often than not – the ubiquitous maxi dresses from the likes of high street favorites like Next, which continue to enjoy longevity in fashion’s famously short memories.


Tropical pleat maxi dress from Next, ÂŁ45

Indeed, this year we see the maxis embrace another trend – tropical or Havana – think eye-popping beachside prints straight out of a slightly cheesy hotel: flamingoes, palm trees, sunsets, hibiscus flowers. We want bold brights – florals on acid if you will – and with these, accessories come big and bolshy too – think equally loud headscarves and bandannas, or neon plastic slippers and shoes.

There’s also the softer side to the flower power of 2012. Pastels are once more a must have on the palette, and as well as gentle florals and small petal patterns, we’re also seeing a lot of mixing of pastel shades, such as peppermint greens with soft pinks or sky blues, very gentle yellows too.

Those looking for a retro twist can pick up with spring 2012’s taste for paisley, as showcased in one of Vogue UK’s style summaries of the year’s trends. If you’re really ready to go for it, double the paisley trend with the latest fashion must-have – a power suit.

From Primark to Armani, blazer and tailored trouser suits are ten a penny in huge patterns, from far-out 1960s florals to hot acid yellows. If you’re up for causing a splash this season, then pick out a real show-stopper, pair with a plain white t, slightly pointed-toe flats or brogues, and a small gold chain. Instant summer cool.

THE ART OF ONLINE SHOPPING

As the culture of online shopping begins to move to the sofa, looking online for the latest trends and styles, it is important to know how to use your online shopping time as effectively as possible, after all shopping is an art and needs to be treated as such. Of course, finding the best price for your purchases is extremely important so you will know when you have truly mastered your art when you are as able to go out and buy dinner after your shopping spree!

Although it’s a constant source of temptation because of all the shiny and exciting things it introduces us to, the internet can actually help you master the art of shopping and allow you to stretch your budget as far as possible. We all develop our own online shopping strategies to save cash and create fashion envy among our friends. Here are a few tried-and-tested methods to employ when shopping online.

1) Explore large ranges. For general items such as tops and blouses, retailers such as La Redoute are perfect. However always use a tactical approach; browsing websites can lead to making impulse purchases that empty your purse faster. Before you head online, make a list of the items on your current wish-list and use the sites’ own search toolbars to narrow by size and colour so that you don’t get distracted on your personal shopping mission.

2) Take advice from those in the know. Check in with blogs like Freak Deluxe and Let Me See Your Wears to find the latest fashion must-haves and for inspiration on how to maximise use of your current wardrobe; an alternative perspective can prove bountiful. Blogs and social media work both ways too, so if you are unsure about how to complete an outfit or are looking for a specific item, why not task your Facebook friends or Twitter followers with helping you out?

3) Checking the web for discount codes and offers before you checkout should be a shopping strategy you put into practice without thinking, but there’s more you can do. If you can’t find a discount yourself, again, why not ask for help from your online shopping friends? They might be able to share one with your or know of a similar item that can be purchased elsewhere for less.

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ALDO SS12 CAMPAIGN ‘STAY COOL’

High street fave ALDO have released their SS12 campaign films this week, directed by the established Barnaby Roper who’s previous works have included Nike, Show Studio and Aldo’s innovative “A is for ALDO” fragrance launch.

The ‘Stay Cool’ campaign featuring international models Anais Pouliot (ACNE) and Mat Gordon (GUCCI) captures the summer ‘state of mind’ allowing you to play it cool or embrace the heat, utilising slow motion capture techniques and ironic styling. For the print campaign Terry Richardson returns to the helm for SS12 capturing the collection alongside iconic summer imagery, props and character.

KARL LAGERFELD POP-UP SHOP

One of the things I didn’t get round to when in NYC was the Karl Lagerfeld experience! I’m bummed, alas, there is still time it’s there til August. The KARL pop-up opened in Manhattan’s West Village, 375 Bleeker St on Jan 27th. The store launched it’s first month with online luxury retailer NET-A-PORTER, who offered 70 different items from the collection through their website that were showcased on mannequins, there are multiple iPads in-store linked directly to the NET-A-PORTER site that visitors can shop from.

The KARL collection channels Karl Lagerfeld’s distinct aesthetic, the colour palette is predominantly black and white with metallic accents and a downtown edge. Prices range from $69 to $900 (roughly ÂŁ45 – ÂŁ600).

“We are working on a lot of amazing ideas which are all about making luxury fashion affordable and accessible to a larger audience.” Karl Lagerfeld said “I am very excited about bringing this vision to life with the new KARL brand.”

As of tomorrow the launch expands where a large amount of the apparel will be available to buy in-store.