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Brief Published: 8 Nov 2010

Take on Ted


On November 5, Ted Baker London launched an interactive online styling project that challenged top US-based fashion bloggers to style looks across 450 garments from the British brand’s autumn/winter 2010 collection.

Lasting for two hours, Take on Ted invited bloggers to post styling instructions via Twitter to a team of hairstylists, make-up artists, runners and models based in London. Meanwhile, live video streaming revealed the progress of the looks on the bloggers’ websites as well as on Ted Baker's own blog. The project was part of the US launch activity for the Ted Baker London transactional site.

From Tavi to Scott Schuman, fashion bloggers are the undisputed stars of the blogosphere. But more importantly, Ted Baker London’s project reveals the way fashion brands are rethinking ways of capturing the interest of the sheer numbers of consumers available courtesy of the Internet. As a result, authority in fashion is no longer the preserve of a small coterie of front-row editors and stylists.

Unsurprisingly with this in mind, social media and fashion bloggers have become intrinsic to a brand’s online and offline marketing activities. Their combined ability to spread the word fast through meaningful dialogues cost-efficiently, means we should expect more such exercises.