Third Wave Fashion // DECEMBER 2013 // YEAR END WRAP-UP | Page 8

in store
H&M FAILS TO LIVE UP TO TECH HYPE
Fashion tech is exciting, but when it flops, it flops hard. That was the case for
H&M’s Times Square flagship after its mega-hyped and star-studded
opening. From the runway and interactive mannequins that seem to no
longer exist, the intention was great, but the follow through fell noticeably
short. FASHIONISTA

NASTY GAL TO OPEN FIRST OFFLINE STORES
Some of the best online stores have branched out to brick and mortar, and
Nasty Gal has joined their ranks. Skipping the pomp and circumstance of
such an outstanding announcement, CEO Sophia Amoruso opted for the
“low-key tweet” option. Couldn’t sneak under our radar! FASHIONISTA

digital moves
GLAMOUR IS “LAYARED” WITH AUGMENTED REALITY
With the future of publishing based firmly in interaction,
Layar helps Glamour Netherlands bring Holland’s Next
Top Model to life. With a cover that can talk to you, what
more do you need? LAYAR FACEBOOK

CONNECTED COVERS: VOGUE ORIGINAL SHORTS
As the publishing world tests the waters of video, Vogue
seems to have committed with the debut of their new
series of shorts focused on enhancing cover stories. Not
to be confused with fashion films, the scripted videos are
meant to explore the celebrity narrative of the digital
age. FAST COMPANY

BANNERS FEELING LESS LIKE ADS
Nobody likes a website filled with ads, but Kate Spade NY
has created a shoppable video ad to change the face of the
dreaded banner. Using Google Lightbox and HTML5, the
videos just could be the beginning of engaging
advertising. FAST COMPANY

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