Club Monaco Makes Everyone an Editor By Debuting Its Fall 2013 Lookbook on Tumblr
In the fashion industry, brands typically release their seasonal lookbooks to select editors, then later post the same imagery on their respective websites. But in a move that defies all tradition, Club Monaco has chosen to share its entire men's and women's fall lookbooks via Tumblr, allowing brand fans the same early access usually restricted to members of the press.
"Tumblr allows us to take an industry standard press-room and redefine it as a social media outlet," said Anne Watson, Club Monaco's vice president of marketing and communications, in a press release. "This innovative and exciting collaboration is an industry game-changer...in effect, consumers can become their own fashion editors."
And rather than shoot each fall look on a model, Club Monaco selected a handful of bloggers to serve as its campaign stars, including Betty Autier of Le Blog de Betty and Julie Sariñana of Sincerely Jules. As for the clothes themselves, they're inspired by Cindy Sherman's groundbreaking photography and the notion of opposites. That means half-neoprene, half-wool coats, quilted leather jackets styled with super-short flippy skirts and faux fur toppers teamed with silky elastic-waist trousers. We want it all.
To see all the looks—and start reblogging, tweeting and pinning them, of course—head over to Lookbook.clubmonaco.com.
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