A Month in Fashion: April 2023

Every month we roundup the social media highlights we’ve seen in the fashion world. From weird and wonderful collaborations, new AR tools, and clever creatives—keep reading to find out who’s been busy!

Fashion Spotlight: Social

Jacquemus

Our social crown goes to Jacquemus this month. The luxury brand has gone viral across social platforms for its kooky and out-there fashion installations and event invitations. The brand has embraced the silly posting that’s capturing people’s attention on TikTok, and brought it into the real world.

@jacquemus

Did you pass by our instalation in paris ? #JACQUEMUS

♬ son original – Jacquemus

@amovivirlavida

Who’s for toast? ? Visiting the Jacquemus pop-up in Galeries Lafayette Paris #jacquemus #galerieslafayette #paris #fy #fyp #toast

♬ ceilings – Sped Up Version – Lizzy McAlpine

Fashion Spotlight: New Tech

Zalando to launch AI fashion assistant 

Zalando is launching a fashion assistant powered by ChatGPT across its app and web platforms. With the new assistant, customers will be able to navigate Zalando’s product catalogue using their own terms and prompts, making the process more intuitive. The assistant will be able to provide the customer with relevant recommendations, with conversation to further refine the results.

Fashion Spotlight: New Collaborations

Lacoste x Netflix

Lacoste has collaborated with Netflix, remodelling its iconic crocodile to honour the streaming platform’s top shows. The genderless Netflix & Chill range tapped into the global series: Stranger Things, Elite, Lupin, Money Heist, The Witcher, Sex Education, Shadow and Bone, and Bridgerton. The Netflix x Lacoste collaborative collection is available at select stores as well as Lacoste and Netflix websites.

@netflixde

Lieb das Demogorgo-dil ? #lacoste #crocodile #netflix #netflixde

♬ Originalton – NetflixDE

Fashion Spotlight: Content

Calvin Klein: Get Dressed With…

To promote its new collection inspired by Y2K fashion, Calvin Klein worked with influencers to create outfit inspo in a VR spinning wardrobe, reminiscent of a Y2K fashion game. Content was posted as In-Feed Ads, and was supported with additional videos on the influencers’ own channels.

@Calvin Klein

The Y2K wardrobe. Get dressed with @josefmiichael.

♬ Promoted Music – Calvin Klein

@Calvin Klein

The Y2K wardrobe. Get dressed with @curlyfrysfeed.

♬ Promoted Music – Calvin Klein

Jack Wills: #TechRange

Jack Wills has been working with popular UK fashion and lifestyle influencers to promote the launch of its new Tech Range collection. Influencers created GRWM videos or edited videos showing multiple outfits. Content was posted to influencers’ own channels, and reposted to the Jack Wills brand account. The campaign hashtag #techrange has over 6.4M views to date.

@jackwills

Get ready for the ultimate Y2K collection of the year. Shop trending unisex styles that will send you out of this world. THIS is Tech Range ? @Marj Moore @FRecKles #jackwills #TechRange #fyp

♬ Hot – Stepz & Ivorian Doll

@theclairewardrobe

Spring ready in my Y2K Unisex Tech @Jack Wills #TechRange #JackWills

♬ original sound – wehearthouse

Coach: Coachtopia 

Coach launched Coachtopia, a community of Gen Z designers, experts in circular fashion. The content uses AR-inspired visuals to tell the story of Coachtopia, highlighting the circular fashion process and showing the activists and designers (called Coachtopians) who support the new sustainable initiative.

@coach

This is Coachtopia: reimagining Coach leather scraps and more for a circular future.

♬ Promoted Music – coach

@coachtopia

Once upon a single scrap of leather… ?♻️?. Welcome to Coachtopia—a new world of circular craft from @coach. #sustainability

♬ original sound – Coachtopia

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@ Socially Powerful