If It's Hip, It's Here (Archives)

Levi's 501 Project
Connects With Consumers

This online design project , a component of Levi's and Bravo's Project Runway co-op marketing plan, was an inventive promotion that ended up exceeding Levi's expectations.

The Jan. 23 episode of Project Runway, according to the Nielsen Co., drew 3.2 million viewers, including 410,000 women ages 18 to 24.

Levi's was the first brand partner on the show to drive viewers to a separate online contest focused on a challenge that would resonate with target consumers.

The site received 500 submissions in three days. Sharon Greenwood, Avenue A/Razorfish's creative director on the campaign said " In all, it attracted more than 20,000 registrants — two-thirds women — and 2,500 designs".

The contest was promoted with ads on some online fashion blogs, some gossip blogs and social shopping network sites.

Greenwood's team also incorporated a feature allowing designers to embed their submissions on their own Web pages, blogs and social-networking sites such as MySpace and Facebook.

This placed a 'badge" with a Levi's logo and invitations for viewers to vote on the design at Levi's "Project Runway" site.

See an example of the "badge" below:

The feature put the badge before about 30,000 viewers, about half of whom clicked through to Levi's "Project Runway" site, Greenwood said.

In the weeks following the "Project Runway" episode, Levi's nontraditional styles, normally not among its top sellers, took over the top 10 women's styles on its retail site.

By the way, the winners were announced last month and here they are :
First Place:

Above: The first place winner, Jehan.
His/her design will be produced and sold by the Levi’s® brand and sold on levi.com, plus a $501 gift certificate on levi.com.

Levi’s says..."Love the turn back cuff on the sleeve. Cool asymmetrical opening and nice clean tailor details. This design reinvents the trucker jacket with a feminine flare."

Second place winner:

Submitted by Sharpietattoo. Description: Girly pleating gives a softer appeal to this military-inspired dress. Along with Levi’s buttons and rivets, the dress also has the hand pockets from the Trucker Jacket. Gold bodice stitching and a 50’s inspired neckline keep the hip look classic and clean. Zip back, with a functional back button.

Levi’s says...

This is a classy, vintage 50s look, with flattering neckline. Like the back seaming, reminiscent of a trucker vest. The buttons really tie this product back to the 501® Jean in a fresh contemporary way.

Third place winner:

Submitted by Claire
Description: The GOLD RUSH DRESS, comes in dark blue denim with gold metallic top stitched flat felled seams, OR light blue denim with silver metallic topstitching. The Levi's Button lace-up bodice can be worn with the attached modesty panel under the lacing, or flip the panel back under and show some skin.

Levi’s says...
The gold trim and modesty panel are lovely. Really like how this brings the heritage of the Levi's Brand to a flirty new fit.

Second place winner, sharpietattoo, gets a $501 gift certificate for levi.com, and third place winner, Claire gets a $250 gift certificate for levi.com.

So, Congratulations to not only the winners, but also Avenue A/Razorfish, Levi's and Bravo!

The Polish Pavilion Building Design For Shanghai's 2010 Expo

Above: First prize in the competition for concept architectural design of the Polish Pavilion for EXPO 2010 in Shanghai

The victorious design entry for the Polish Pavilion in Shanghai's 2010 Expo is an unusual building resembling a giant paper cut out. To learn more about the contest, the jurors and the rewards, please go here.

Designed by a team of architects which is made up of Wojciech Kakowski, Natalia Paszkowska, and Marcin Mostafa, they describe the winning design as such:

Due to the nature of the exhibition the object must also aesthetically characterise its country of origin, forming a recognisable and stylistically strong cultural landmark. In our basic proposition the essential theme for cultural communication is that of the folklore cut-out. The subject will be presented in a contemporary architectural design. The design will fulfill two goals. Firstly we hope to avoid literal traditionalism and the mechanical repetition of canonical forms. The design of the object is intended to link with tradition, but also to be contemporary, a stylised reinterpretation, creatively connecting to today and inspired by the past, yet not followed it rigidly.

Secondly, a major concern is that the pavilion is a self contained structure, in a purely architectural sense: a calling card of Polish architectural achievement. It must be an attraction and an object which is distinguishable externally, among the backdrop of the other EXPO buildings in daytime – also being lit up outside – at night, it must also make a strong impression internally, by an interwoven design so that the sunlight forms space beneath vaulted arches. The shape of the mass, with many acute surfaces, on one hand fulfills and suggests a folded cut-out card, while on the other hand creates a geometrically interesting interior, which is also an elastic space, that can be creatively divided into interior sections, divided into functional areas for expositions, concerts and domestic needs.

Above: the design team

Above: the totally cool entry ticket, designed in keeping with the look of the pavilion.

Above: Two of the three members of the design team with their winning entry.

Above: the pavilion as it would appear lit at night

To see more sketches, elevations and learn more about the design process, go here. Congratulations guys! It's beautiful. I can't wait to see it in person.You can congratulate them too. Right here.

M•A•C & Fafi's Colorful Collaboration

In the US we are all aware of M•A•C Cosmetics. Highly publicized has been their latest collaboration, a line of make up products, scarves, t-shirts, dolls and makeup cases by French artist Fafi.

But who the heck is Fafi?

Above: french artist Fafi and below, her profile from her own site:

Born and raised in Toulouse France, Fafi's strong presence in the graffiti and fine arts scene was first witnessed on her hometown walls in 1994. Back then, as she was painting and hustling, her sexy, funny, and sometimes aggressive girl characters made the whole world look and help kick-start a whole new graphic language; by exploring feminity through stereotypes,and using it to her advantage, she drew enormous attention and thus started to travel the world with thousands of Fafinettes in her brushes and paint cans. Europe, USA, Japan, Hong-Kong, the planet is a playground. And it's only started.

Soon enough Sony would ask her to design a six-character toy set for the Time Capsules collection, an almost natural move for her three-dimensional measures. Other successful figurines would follow, as well as numerous expositions and collaborations with Colette, Adidas, LeSportSac, Coca-Cola and countless press stories in the most prestigious magazines (ie. Vogue, Elle, The Face, XLR8R, Yen etc...).

The animation world started to eyeblink her vision in Mark Ronson video featuring a Fafi-ed Lily Allen. Her multi-faceted work was all documented in her books GIRLS ROCK (2003) and LOVE AND FAFINESS 2006), both being also succesful prints in museum libraries and selected shops.

As for 2007, Fafi entered a new phase. Having become a mother and moving to Paris made her introduce a new depth to her creations. Now not only the Fafinettes are fly girls, they also run a whole universe of creatures, homes and vehicles. It's called The Carmine Vault. It's a dreamy and peculiar place.

Not only are the products' packaging fun to look at and like little art collectibles, but the colors are nice and springlike without being too bold.
See many of them below.

Highly sought after in particular seem to be her little figurines, Eriko, Monoka and Ermine, which sell for 9$ a piece:

The M•A•C FAFI microsite is not only filled with the whimsical product line but is a delight to click through, with lots of multimedia and interactive fun: