Fashion Designer Alexander Wang debuts on Twitter
When Alexander Wang celebrated the opening of his store on February, he also made another big debut with the launch of his Twitter account.
“Lauryn Hill is about to go onstage,” was his intro tweet that night.
For a designer so plugged into what’s new, it’s a bit strange that he waited so long to engage in the world of Social Media.
But after noticing (and shutting down) a number of fake Twitter accounts under his name, Wang finally took the plunge himself.
So from now on expect even more behind-the-scenes access when Wang relaunches his Web site (pictured) taking it from straightforward to full-on interactive.
“We wanted to make our digital world much more engaging for our customer,” said the designer, who tapped online design firm Createthe Group, whose client roster includes Donna Karan, Marc Jacobs, Tom Ford, Tory Burch, Gucci, Balenciaga and Calvin Klein.
“The look is still clean and graphic, but not as minimal as before. It’s definitely more layered.”
In addition to a Collections page and a revamped e-commerce section, the website now includes a Studio section that will feature a range of special content, from in-house editorials to video campaigns to the story behind, for example, his first in-house print this season. (It’s comprised of random doodles and inside jokes written and drawn by his staff and interns.)
Other content will consist of behind-the-scenes documentaries and flash-back moments.
Wang has also collaborated with Terence Koh. The designer tapped the artist to create a special mask for the models to wear while being shot for the e-commerce section.
“You usually see models heads cut off because of usage rights,” Wang explained. “We thought, let’s get creative with this so we can shield the identity but at the same time, tell the story of the collection.”
As a result Koh created a fluorescent halo to conceal the models faces with a faint glow.
In two weeks, the designer will unveil yet another collaborative project that combines his recent brick-and-mortar launch with the revamped website.
He made a video diary featuring Vogue Japan editor Anna Dello Russo’s experience in Wang’s new flagship. What began as a simple taping of her editor’s picks turned into a full-on editorial.
Wang and Dello Russo played sales associates and camped around as mannequins in the store windows.
(content edited from a story on wwd.com)
~ by Carol O Hanlon on March 6, 2011.