Behind the curtain
Petra Collins on Gucci Snapchat, Global

Behind the curtain

Global – Model Petra Collins has taken over Gucci’s Snapchat feed to offer a behind-the-scenes look at the creation of its latest campaign.

Article/19252 #1
Petra Collins on Gucci Snapchat, Global Petra Collins on Gucci Snapchat, Global
Petra Collins on Gucci Snapchat, Global Petra Collins on Gucci Snapchat, Global
Petra Collins on Gucci Snapchat, Global Petra Collins on Gucci Snapchat, Global

Global – Model Petra Collins has taken over Gucci’s Snapchat feed to offer a behind-the-scenes look at the creation of its latest campaign.

  • Gucci is one of several fashion houses that have used the service to offer glimpses of future launches over the past 12 months – others include Valentino, Stella McCartney, Louis Vuitton and Burberry
  • According to Snapchat, more than 60% of US 13–34-year-old smartphone owners use the app

Collins is now in Tokyo to shoot the label’s autumn/winter 2016 campaign with photographer Glen Luchford. The New York-based artist and model has been given access to the brand’s Snapchat account to provide Gucci’s audience with live updates on how things are progressing. Thus far they have been treated to images of Collins having her hair done, travelling on the bus, sharing her sticker collection and walking around her hotel. Earlier in the year Gucci gave model and writer Hari Nef similar access to its feed.

Gucci is not the only fashion house using Snapchat to engage with its customers. In February, Burberry used the platform to preview its latest collection, having previously collaborated with photographer Mario Testino to shoot content straight to Snapchat.

The Big Picture

Luxury brands are using Snapchat’s ephemerality to provide glimpses of future products and build interest in campaigns. For more on brands making innovative use of s-commerce, read our Social Commerce market report Part 1 and Part 2.

Discover More News
Kopparberg launches UPF40 football shirts to promote sun safety during Euros

News

Kopparberg launches UPF40 football shirts to promote sun safety during Euros

As the UEFA European Football Championship approaches, Kopparberg is tackling sun safety with the launch of UPF40 football shirts.
SPF : Advertising & Branding : Alcohol
Jouissance fragrances are inspired by erotic literature

News

Jouissance fragrances are inspired by erotic literature

London-based fragrance brand Jouissance is launching a trio of scents inspired by erotic literature.
Beauty : Pop-culture & Media : Society
Foresight Friday: Seyi Oduwole, intern

News

Foresight Friday: Seyi Oduwole, intern

This week, intern Seyi Oduwole discusses IT girl initiatives, the ad-hoc accessories beauty trend and Fenty Hair’s entrance into the haircare market.
Society : Pop-culture & Media : Technology
Stat: The dirty truth about AI's energy consumption

News

Stat: The dirty truth about AI's energy consumption

Artificial intelligence, along with data centres and cryptocurrencies, is projected to significantly increase electricity consumption globally.
Sustainability : Pop-culture & Media : Technology
Netflix to release 14 video games based on titles such as Emily in Paris

News

Netflix to release 14 video games based on titles such as Emily in Paris

Netflix has announced 14 new video games, expanding its current gaming portfolio with exciting new titles and release dates for highly anticipated ...
Gaming : Pop-culture & Media : Society
Our Place’s Wonder Oven is a compact one-stop-shop appliance

News

Our Place’s Wonder Oven is a compact one-stop-shop appliance

Our Place has rolled out a 6-in-1 countertop appliance that combines multiple cooking functions in a sleek design.
Design : Food & Drink : Technology
Lovehoney champions senior sexual health with Queen Bees initiative

News

Lovehoney champions senior sexual health with Queen Bees initiative

Sex toy brand Lovehoney is recruiting ‘senior sexperts’ to advise older adults on enhancing their intimate lives.
Sex : Health & Wellness : Society
Stat: Survey shows LGBTQ+ employees still feel marginalised at work

News

Stat: Survey shows LGBTQ+ employees still feel marginalised at work

The Workmonitor Pulse survey, which shed light on the experiences of LGBTQ+ employees worldwide, showed that 41% of employees say their w...
Workplace : Health & Wellness : Society
Heinz and Kappa honour Italy’s game day sandwich-makers

News

Heinz and Kappa honour Italy’s game day sandwich-makers

In collaboration with sportswear brand Kappa, Heinz has launched a football kit celebrating the unsung heroes of game days – Italy’s sandwich-maker...
Advertising & Branding : Food : Sports & Leisure
 Anthropologie launches adaptive fashion collection

News

Anthropologie launches adaptive fashion collection

Anthropologie has launched an adaptive apparel collection, re-imagining eight best-sellers to better fit the lives and needs of the disabled commun...
Fashion : Health & Wellness : Design
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more