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Brief Published: 7 Apr 2020

Consumer-Creator Fashion Concepts Ease Lockdown

Extra
McQueen

Smart fashion brands are realising they need to do more than just promote their spring/summer collections on social media to keep consumers engaged, as planned pre-pandemic. The best are launching community-building consumer-creator initiatives, providing fans whose lives have been interrupted in lockdown with creative sustenance and a way to raise their profiles.

Alexander McQueen Sets Community Challenges: British luxury fashion brand Alexander McQueen has launched a weekly series called #McQueenCreators as a salve to fans struggling with both the professional and personal implications of not having a creative outlet. Each week, the brand sets a creative challenge – this week is sketching the ‘Roses’ dress from the A/W 19 collection. Incentivising participation, the brand has promised to show the best on its social media channels.

Ganni Teases a Creative Future: A trend with special relevance to the side-hustling ‘brand of me’ consumers that characterise much of Gen Z (see our Spotlight Dynamic Youth: Gen Z for more), Danish fashion brand Ganni’s new social campaign #GanniWFH invites those at home to get creative on its platform.

Asking questions including ‘are you at home these days?’ and ‘feeling the urge to express yourself?’, fans are invited to create an original artwork (anything they like – a portrait, illustration, still life) based on the theme ‘home is where the heart is’.

Ganni-vetted ‘winners’ will receive gifts cards (€1,500 ($1,630) for the main winner, €500 ($543) for runners up) plus a place in a pop-up exhibition in Copenhagen in August 2020 – a crucial lure for freelancers anxious about reclaiming their professional visibility. 

Miista, Interactive Art Classes: Anglo-Spanish shoe brand Miista has just launched a series of artist takeover sessions, motivated by the fact that, “many of our creative friends and artists are currently unable to do their day-to-day job during current lockdown circumstances. We are experiencing it ourselves, scattered in our homes, trying to create and collaborate”. Every week, two artists will commandeer Miista’s IG Live account to teach fans something new, such as portrait painting or writing poetry, after which they’ll conduct a live Q&A session.

To monetise the concept in way that sees the brand acting as a patron of the arts, during the live session, artists will share a code providing fans with a discount when shopping online – of which 30% of the revenue from each sale will go to the artist.

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