STELLA GETS SOCIAL: Stella McCartney is out to woo her customers with a ramped-up Web site, a second edition of her iPad app with personal touches and a first look at the new fall ad campaign by Mert Alas and Marcus Piggott.
The designer has added 28 European countries to her e-commerce business which launched last year, and will preview the ad campaign, which stars Natalia Vodianova, on stellamccartney.com starting today. Her enhanced e-commerce site offers customers special functions such as a “reserve in store” option that allows customers to set aside an order online and pick it up in the store of their choice. There is also a private in-store shopping service that customers can book online.
The new app features a gallery of images from the recent “Linda McCartney, A Life in Photographs” show in London and accompanying book published earlier this year by Taschen. The images have been personally selected by McCartney. The app also includes a behind-the-scenes look at the creation of the ad campaign for McCartney’s Team GB line of Olympics-inspired sportswear, backstage footage from the designer’s fall 2011 show in Paris, a preview of the 2012 resort collection and a “making of” video of the dresses that McCartney created for the Met gala in May.
The fall campaign was shot in a private Oxfordshire home, in a topiary garden. The campaign will break in the September issues of magazines including British and American Vogue, Harpers Bazaar in the U.S. and Interview. - wwd
