Vogue Brings Some Instant Glam to Instagram
Steven Meisel did not shoot Vogue’s latest fashion spread. There were no backlights, no beauty dish. Instead the austere fashion publication took to Instagram for a special Fashion Week photo shoot.
“I thought this time around during Fashion Week in New York we could try doing a shoot that shows clothes you can buy in stores right now,” explained Sally Singer, creative digital director at Vogue. “And everyone in fashion is pretty aware that Instagram is sort of the morning coffee of Fashion Week — it’s the thing they wake up to and the thing they go to bed to.”
Yesterday Vogue posted the shoot, which it’s calling #VogueInstaFashion, on its website. The spread features top model Hillary Rhoda in scenes all over New York City–Times Square, Central Park–all shot with just an iPhone by photographer Michael O’Neal. According to Singer, Andrew Gold from Vogue’s photography department had been following O’Neal’s work on Instagram and thought he would be great for this project.
“What’s so amazing is how receptive the younger stylists have been to this–getting up at 5am to do a shoot with Instagram even when they have Fashion Week shows to go to all day and parties all night,” said Singer.
“We just came up with this last week and everyone, stylists, model and photographer, were on board and excited about it. Usually during Fashion Week you can’t get anyone to do anything last minute, everyone is booked up. That shows how powerful Vogue is, sure, but its also shows how powerful Instagram is.”
Singer said she loves the speed with which Vogue can post fashion images with Instagram, whereas with an editorial shoot, “you sit on the images for months.” She hopes Vogue will do more of these Instagram-only shoots in the future.
“The fashion world has changed so much and opened up because of the visual Web–people think like fashion people now, that’s really exciting and empowering,” said Singer.
Images via Instagram/moneal
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.