Canon Partners with Marchesa
Japanese imaging corporation Canon has today announced a partnership with American luxury fashion brand Marchesa on its Spring 2013 fashion show, bringing in influential fashion bloggers The Man Repeller and Bryanboy to capture behind-the-scenes footage for fans.
The news arrives on the heels of Canon’s announcement of the second phase of its Project Imagin8ion campaign, titled Project Imaginat10n, with two-time Academy Award-winner Ron Howard. Celebrity directors will be influenced by photographs submitted by Canon users to produce a short film. Georgina Chapman (co-founder of Marchesa) is one of the billed celebrity directors, alongside American actors Eva Longoria and Jamie Foxx, among others.
The Man Repeller and Bryanboy will be using Canon equipment for the show tomorrow (September 12), offering fans insight into Chapman’s inspiration ahead of the big project.
This is a great example of how brands can collaborate with others to tap into the skills and creative potential of consumers. Stylus’ Consumer-Creators industry trend details more cases like this and explains how adopting this marketing tactic could be profitable for your brand.