My panel at SXSW, entitled 'Why Karl Keeps his Shades On', which looks at how high fashion and the high street are finding their feet in social media, and how brands should be looking to the future. http://panelpicker.sxsw.com/ideas/view/13524?return=/ideas/index/10/presenter:Buttolph

1. Y K A R L K E E P S H IS S H A D E S
S T YL E A N D S O C IA L M E D IA
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@R o is in t h e M ir r o r

2. # S h a d e s On

3. W h y a s k ' W h y K a r l K e e p s H is
S ha d e s O n'?
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4. Where does fashion come from?
Designers --->Style leaders ---> Journalists---> Bloggers--> High street
How trends work?
Launch--->worn by leaders--->remade by highstreet--->ubiquity
And then...
Played out OR Remains niche OR Hangs around due to ONLINE SOLIDARITY
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5. nt, launching the trend into the social space.
tly more acceptable and accessible, because they're real people.
ends. They remain the first face of fashion online, more than the desi
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6. ally?
b lo g g e r r e a lly m o r e p o w e r f u l t h a n a p r in t m e
p r in t n o t g o in g t o g o w it h o u t a f ig h t ?
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7. HE BATTLE OF THE BOB
Hope Glangloff # S h a d e s On

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11. tor since 1984, US editor of Vogue since 1987
aia, who commented that 'she scares everybody.. But when she sees me, she is s
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12. Tavi # S h a d e s On

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15. SHIP:
96,380 hits per day
ookie.com, 168,383 per day
ENCE: 4 years blogging
ROWS: Dior Couture
AT)
S: Rodarte, xoJane.com,
girls the world over
ISING: starred alongside
auper in a campaign for
R: 50,534 followers
y, blue, pink, red, blonde, currently no longer bobbed...
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18. Life-cycle of a Trend
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19. JEFFREY CAMPBELL LITA

20. unched July 2010
o print, no commercial advertising
ld mainly online through web boutiques Karmaloop and Revolve
kes off in a big way on Lookbook, 1516 entries
ature Lookbook users on homepage
pular in blogosphere, becomes a wearable meme.
ame one variety after blogger Pink Kitten, who owns 222 pairs of Litas
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29. Fashion and Social
Experiments
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30. UNIQLO Lucky Counter, September 2012, Dentsu Tokyo
-personalised social sale -original take on Fast Fashion
-won D&AD and Spikes Grand Prix # S h a d e s On

31. r , I t ' s R u t t i n g S e a s o n , A u t u m n 2 0 11, b y G u i d e d C
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32. local bloggers // 12,300 Twitter followers // 53824 Facebook friends
// During campaign, 1 million new Facebook fans, 10% rise in sales
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36. Consumers and would-be consumers
Social network on own terms; 'augmented' crowd sourcing with p
7.5 million views in first year
10% rise in sales during campaign, 50% increase by start of 201
11,225,431 Facebook fans
830,594 Twitter followers
Burberry hailed as the first 'truly digital luxury brand'

41. 2,760 Twitter followers -real-time representative -Tumblr grew out of Twitter followin

42. Lanvin Autumn 2011 Campaign, August # S h a d e s On

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47. T H A N K YO U :)
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@R o is in t h e M ir r o r