As the prospect of social-distancing and lockdown seems to extend further for a few weeks, or even a month, albeit with less restricted policy and more flexible movement, the luxury sector takes to social media platforms to share their visions, values and experiences through different digital contents. Regarded as part of “a new normal,” these virtual experiences are getting closer to replacing the physical viewing of products, especially for events with mass gathering like fashion weeks and watch fairs, while Instagram, Youtube and Facebook are places are likely to replace trunk shows, exhibition and pop-up stores at a time when physical contact isn’t that commendable.
Prestige checks out some social media accounts of brands we love, and indulge in the experiences they have been sharing through these platforms.
IWC: #TimeWellShared
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Watch now the third video “Haute cuisine meets ome cooking”, with the Norwegian Michelin three-star chef and IWC brand ambassador Esben Holmboe Bang. Follow us into the kitchen as he prepares a spring-inspired dish. #timewellshared @maaemo
The global IWC family stands together for this new initiative for which IWC employees, brand ambassadors and partners will share their time, knowledge, experience and passion through digital channels. From online lectures to speeches and webinars, and featuring contributions from IWC brand ambassadors like Tom Brady, Fabian Cancellara, David Coulthard and Maro Engel and partners such as Mercedes-AMG Petronas Formula 1, Tottenham Hotspur, Laureus Sport for Good, Antoine de Saint Exupéry Youth Foundation, Solaris Yachts and Orlebar Brown, Time Well Shared aims to inspire people to make the most of their time.
PRADA: #PradaPossibleConversations
Described as a series of digital talks exploring culture, fashion and life via Instagram, Possible Conversations features a live dialog between thinkers, cultural arbiters and fashion figures across the world – bringing together individuals, bringing together thoughts. First debuted on April 14, with Pamela Golbin, author, curator and Artistic Director of Jacquard x Google Arts & Culture Residency, and Alexander Fury, fashion features director of AnOther Magazine and Men’s Critic of the Financial Times, discussing the topic ‘Fashion in Times of Crises.’ Each Prada Possible Conversation will also result in a donation from Prada to UNESCO, whose work during the COVID-19 pandemic focuses on the importance of culture, creativity, and education for over 1.5 billion students worldwide affected by school and university closure, as well as on a programme to increase international cooperation in science.
BOTTEGAVENETA: #BottegaResidency
Bottega Residency is a new multi-platform concept to share strength, positivity and creativity across the globe. It works by lending a space each week to its collaborators, muses and talents to celebrate the creative minds and works that have influenced their lives and touched their souls – from writers and musicians, to film directors and performers. The program comes alive every weekend with live music, cooking and recipes from rising star chefs and Sunday movie night. A new approach to luxury, Bottega Residency presents joyous escapism, embodying the true meaning of Bottega, translated from Italian, “workshop” — a laboratory of creativity. It is accessible across Instagram, Youtube, Weibo, Line, Kakao, Spotify, Apple Music, as well as unique mini-site on www.bottegaveneta.com.
BELMOND: Belmond Invitations
The luxury hospitality chain has launched its online program Belmond Invitations — a series of online performances to enrich and entertain the mind, body, and soul designed to bring entertaining experiences into people’s homes whilst the world of travel is on pause. The ‘Belmond Invitations’ performances were curated using Belmond’s wellbeing philosophy of Good Living – experiences that are designed to enrich the mind, body and soul – from poetry and music to travel by; to cleansing mindfulness rituals and nourishing nutrition and uplifting floral inspiration – the experiences are supported by a digital care package of Good Living remedies to soothe the senses as we all adjust to a time of unprecedented stillness. In addition, a series of content will also be released across digital platforms from website to Instagram and Facebook.
KARL LAGERFELD: #STAYHOMEWITHKARL
https://instagram.com/tv/B-xCuqPgtJe/?utm_source=ig_web_copy_link
From live performances to workout and live sketching, the #stayhomewithkarl initiative by Karl Lagerfeld offers both educational and recreational experiences. It’s pretty easy to follow, with fun and engaging personalities. Tune into Instagram @KarlLagerfeld for more sessions.
Credit: AFP Relaxnews
KENZO: #stayhomewithKENZO
Kenzo and its creative director Felipe Oliveira Baptista have embarked on a drive to counter loneliness caused by the lockdown. The label’s Instagram will be used to relay additional content and host live events with friends of the Kenzo community. Mondays will be devoted to music with specially created playlists, tutorial sessions are scheduled for Wednesdays, and there will be live concerts on Fridays.
Credit: AFP Relaxnews
