Leading social sites Pinterest and SnapChat are both teaming up with leading fashion magazine Vogue to create inspiring content around London Fashion Week and beyond, as sellers look at new ways to generate content-led sales.
Pinterest has formed a global content partnership with two of Vogue owner Conde Nast’s most iconic brands, Vogue and Architectural Digest. As part of the deal, Vogue and Architectural Digest will produce over 160 exclusive videos aligned with Pinterest’s key seasonal and cultural moments starting with Fashion Month in February, followed by Wedding Season, Summer, and Back to School.
SnapChat, meanwhile, has joined forces to bring the Augmented Reality (AR) exhibition Vogue x Snapchat: Redefining the Body, curated by Edward Enninful OBE, to London this February and allowing vistors to see “how AR is redefining the way we experience fashion and design – advancing the realm of physical fashion, amplifying and transforming clothing designs through digital experiences”, according to the company.
Vogue x Pinterest
Condé Nast is already one of Pinterest’s longest-standing and largest content publishers globally, with more than 40 Pinterest profiles with tens of millions of views. The partnership is a natural extension of the legacy, rooted in two of Condé Nast’s most beloved brands, Vogue and Architectural Digest. Each of these brands are the leading authorities in their respective spaces of fashion and culture (Vogue) as well as design and architecture (Architectural Digest).
As Pinterest is a top destination for weddings, Vogue will debut a brand-new Pinterest profile in April for all things weddings — from checklists, to table settings, to dream dresses, bridesmaid looks, the boards will cover it all. The new handle will be curated by Vogue Weddings editors and wedding planners, with the biggest weddings of the year getting their own unique boards.
“We are delighted to be partnering with Pinterest on this year-long collaboration,” says Ani Shehigian, Senior Vice President of Digital Video English at Condé Nast Entertainment. “With our authority in fashion journalism and international design and architecture through the brands of Vogue and Architectural Digest, we are thrilled to bring even more unique video content with exclusive access, tips, and trends that will continue to inspire.”
Starting this month, Vogue will bring its unprecedented backstage access and the hottest runway trends to Pinterest in a series of original episodes from Fashion Week in New York, London, Milan and Paris, debuting on its Pinterest profile.
This summer, Architectural Digest will explore how to create the perfect backyard space for summer with insights on everything from reviving an outdoor space, to handy hacks for epic outdoor entertaining. The series will begin on Memorial Day and run through Fourth of July.
Architectural Digest will also be creating an ongoing slate of content highlighting designs inspired by the 2023 AD100 list – which features the industry’s top designers – as well as episodes on the concept of small living – from the first apartment, to the trend of small house living, to the perfect dorm room.
“Condé Nast has a long history of innovating on Pinterest and bringing their editorial voice to life through new content formats and collaborating with Pinterest creators,” says Nadine Zylstra, Global Head of Programming and Originals at Pinterest. “Both Vogue and Architectural Digest have strong audiences on Pinterest who we hope will be as excited as we are about the original content this partnership creates, and the new ideas they inspire.”
Vogue x Snap
Launching on the first night of London Fashion Week, the immersive Vogue x Snapchat: Redefining the Body exhibit will be open to the public for 16 days and is a groundbreaking collaboration between Snap and British Vogue to show how AR is redefining the way we experience fashion and design – advancing the realm of physical fashion, amplifying and transforming clothing designs through digital experiences.
Visitors will be able to immerse themselves in the creative vision of some of the world’s most iconic designers, as they explore six custom designed rooms. Each room showcases the collections of a different designer through a series of augmented reality experiences, including virtual try-on of designs by Dior, Kenneth Ize, Richard Quinn, Stella McCartney, Thebe Magugu and Versace.
The exhibition will be open to the public in London at 84-86 Regent Street from Saturday 18 February until Sunday 5 March. Over these two weeks, in addition to exploring the exhibition, visitors can also sign up to join talks, masterclasses and tours hosted by speakers from across the worlds of fashion, beauty, tech, innovation and culture.
“Bringing the quality and vibrancy of the Vogue x Snapchat: Redefining the Body exhibition to London is a joy,” says Edward Enninful OBE, Editor in Chief, British Vogue and European Editorial Director, Vogue. “London is a fashion capital for a reason: we house some of the most exciting, creative and cutting-edge talent the industry has given rise to today. Through curating this unique exhibition I am reminded once again of the exciting new frontiers fashion has to offer, and with a partner like Snap we are able to push the boundaries on what is possible for our audience to experience.”
Evan Spiegel, Co-Founder & CEO, Snap Inc, adds: “We’re so grateful for the opportunity to partner with British Vogue to bring fashion to life in augmented reality on London’s Regent Street. We can’t wait for visitors to immerse themselves in the creative genius of the world’s top designers and try on iconic outfits in AR.”
Admission is free and to reserve tickets and find out more about the program of events, visitors should go to www.voguexsnapchat.com. For those not in London, there will also be a global AR experience for Snapchatters through the app.