How Viral Challenges Influenced Fashion Marketing Over the Years: From Donatella Versace’s Ice Bucket Video to My Calvins Campaign and the TikTok Era

In 2014, a casually dressed Donatella Versace sat in a backyard, surrounded by plants and two topless men, to get her long blond tresses drowned in freezing water. The Italian designer was among the first in the fashion industry to partake in the Ice Bucket Challenge, a viral sensation that raised more than $115 million for amyotrophic lateral sclerosis research. Versace’s video garnered more than 6 million views on YouTube. Diane von Furstenberg, Donna Karan and the staff of Burberry also faced the icy dump to support the cause. Intentionally or not, they welcomed the beginning of a new era in fashion marketing. The Ice Bucket Challenge was part of the rise of viral challenges online. One year before, social media was dominated by videos of celebrities and spectators recreating the “Harlem Shake” chaotic dance and Psy’s “Gangnam Style” choreography. Since then, fashion brands and designers sought to capitalize on online trends to boost their own popularity. According to Jonah A. Berger, author of “Contagious: Why Things Catch On,” viral challenges are an extension of an old marketing tactic: word of mouth. “These challenges have made it easier for companies and organizations to see the power of word of mouth, it’s made

Follow WWD on Twitter or become a fan on Facebook.

from WWDWWD https://ift.tt/NjqHktO

Comments

Meghan Trainor makes seriously bizarre claim about her relationship with husband Daryl Sabara

Kinda cute kinda strange... Meghan Trainor has made a seriously strange claim about her relationship with her husband, Daryl Sabara. Credit: Getty The All About That Bass songstress tied the know with the Spy Kids actor last year and it seems that the pair are closer than close. The US Voice judge admitted that she feels “physically sick” when she is apart from her hubby, even when he pops to the bathroom for a shower. As the famous couple sat down for an interview together, they gushed over one another as Meghan explained, “We’re so lame. Even if he has to go and take a shower, I’ll be like: ‘I miss you!’” READ MORE CELEBRITY NEWS View this post on Instagram Back in the UK with my @darylsabara A post shared by Meghan Trainor (@meghan_trainor) on Nov 27, 2019 at 7:53am PST Speaking to The Sun’s Fabulous magazine, the blonde pop star elaborated, “I feel physically ill when he leaves the room. The day just sucks when he’s no

The 12 Best Press-On Nails You Can Buy On Amazon

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. While there’s nothing quite as satisfying as a fresh manicure, constant trips to the salon can become super expensive. This cost can make it hard to motivate yourself to try new things, and just generally prohibitive. That said, recently there have been tons and tons of press-on nail options popping up on Amazon. These are not the cheap press on nails from the early 90s; these are high-quality, durable and perhaps most importantly, absolutely beautiful. Amazon Prime members will get free shipping in just two days, so they’re the perfect option for those looking to throw on some nails before a big event or last minute gathering. Since they’re all attached with glue, they are super easy to apply. You simply dab a small amount of the provided glue onto the inside of the press on nail and place it on your real nail. To remove, just soak them in acetone for up

Louise Redknapp wows fans with seductive lingerie snap

Louise Redknapp has wowed fans on social media. Credit: Getty The singer and songwriter has left fans gobsmacked with a gorgeous new snap that she posted to her social media. Taking to her Instagram account, Louise shared a striking photo with her nearly 700,000 followers that shows her modelling a set of barely there lingerie. Wearing a nudey peach lacy bra with a see-through mesh pair of matching briefs, the former Eternal singer lay on a hotel-style bed giving a sultry look to the camera. View this post on Instagram Saturday night out… just kidding I’m in my PJs 🤍 A post shared by Louise Redknapp (@louiseredknapp) on Nov 9, 2019 at 11:42am PST With muted smokey eye makeup and a subtle glow on her cheeks, the mum-of-two cut a seductive figure with her sultry getup. Joking in her caption that she was enjoying a night out earlier on in the weekend, the mum-of-two, who used to be married to former England footballer Jamie Redkn

VISIT LOVE AT SIGHT TO WIN FREE GIFTS

Search This Blog