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As spotted over on marketing blog MarkLives.com. This has to my favourite piece of marketing from a fashion brand for the year. We’ve featured Love Jozi a couple of times – big fans. The brand recently launched a spin-off label called Luv Jozi made to look like a cheap Chinese rip-off of the original – supported with a great photo shoot and website. It seems like a lot of Love Jozi fans were take in and even leapt to the brands defence. This is the first I’ve heard of a brand faking itself. Genius.
They must have been giggling into their cornflakes for weeks.
From Love Jozi. Quite.
I don’t know you wait around for a pop-up store for ages and then three come along at once. In a slightly different spin on the whole thing Virgin Mobile have customised a shipping container and turned it into a temporary store (like a spaza store for hipsters). They’re keeping the whole thing pretty under the radar, which I assume is deliberate, so its become almost a bit like an urban legend. I mentioned it to a couple of people in Joburg and most of them had heard of it so it has generated word of mouth buzz amongst the fashion set at least.
(pic blatantly stolen from here)
I got an email from Love Jozi this morning who are selling a limited edition t-shirt at it. Worth going for that reason alone then (you can see where it is below).
For more on the pop-up store thing you can visit:
Robyn’s article on iafrica The Pop-up Store Concept
And for an international take visit Pop-Up Retail on Trendwatching.com
A word of warning I think this trend has a limited shelflife unless you’re going to do something different with it … Maybe something along the lines of Banksys Pet Shop and Charcoal Grill pop-up in New York for example (check the nuggets).
Despite being a blog geek of note I’m still obsessed with magazines and usually get a copy of ID each month (Exclusive Books imports it). One of the things I noticed in the September issue is an advert for American Apparel which is admittedly bordering on soft porn (like most of their ads). The interesting thing was that the model “submitted the shots as self portraits”. The shoot has the vibe of something you might find on a photo blog or flickr.com (sadly i can’t find a pic of it online to post). Thinking about it this is definitely a current trend and one I find quite appealing. All the gloss, retouching, styling and clever lighting is replaced by something that feels fresh, real and personal. The appeal is precisely because the pictures aren’t perfect: the light is over exposed, you can actually see real skin that hasn’t been photoshopped to perfection. Reportage isn’t exactly new in fashion but the American Apparel ad captures an interesting amateurishness that I think comes directly from the current online trends for street/party photo blogs and sharing photos with social networks. It also has the added bonus of being rather cheaper than a standard shoot and given these recessionary times the trend makes alot of sense for those on a budget (sorry to all professional models and photographers reading this).
Flicking through the rest of the magazine the Marc Jacobs ad a few pages before it also has a straight from flickr vibe to it.
Some other examples:
love Jozi does some great shoots which (as i’ve posted before) feels like they’ve just asked all their mates down to a bar/the local flyover (which is probably what they do).
Topshop recently toured a Newton Machine around some of their stores in the UK. Based on a design by Helmut Newton this allows the model/s to photograph themselves by the use of a remote control. ghd will be doing something similar(ish) as part of something called the ghd style lounge in South Africa in the near future (more on this later).
Ok I take it back (I said Love Jozi t-shirts weren’t that hot) Love Jozi T-shirts are great and I really love how their photography looks like they just asked their mates to come down to wear their stuff in a bar. Next time I do a photography brief i’m just going to write “it must look like its been pinched from Flickr” (this is a good thing just in case you’re struggling to decipher my constant irony). Particularly like the Allnight t-shirt from range 5
By the way you can buy them here:
Bamboo Centre Melville. Tel: +27 11 482 9148
Fab Lab at Fashion Depot
Upper level Nelson Mandela Square Sandton. Tel: +27 11 883 8981
44 Stanley Ave Milpark. Tel: +27 72 384 9969
The Zone Rosebank. Tel: +27 11 447 7004
Campus Square Auckland Park. Tel: +27 11 482 7545
The Zone Rosebank. Tel: +27 11 327 3640
173 Machaba Drive Mtetwa Centre Mofolo Village Soweto. Tel +27 11 912 1182
155 Smit Street Cnr De Beer & Smit Braamfontein. Tel +27 11 339 5240
11 Regent Road Sea Point. Tel: +27 21 433 2895
Stricker and Strauss
11 Bridge Street Leatherhead KT228BL Surrey. Tel: +44 786 411 7930
202-210 Brunswick Street Fitzroy VIC. Tel +63 3 8415 1666