Special Project: Stylist.co.uk’s London Fashion Week Coverage, September 2011

Stylist Live at London Fashion Week

For the Spring/Summer 2012 shows, Stylist.co.uk brought the London Fashion Week experience to life through a variety of means. Under the strap line ‘live at London Fashion Week’, the main draws included live streaming of the shows, the London 100 (a gallery of the team’s 100 favourite looks from the runways, part of a series which also covered New York, Milan and Paris), and the LFW Dog Blog, which featured entertaining updates, designer interviews and celebrity snapshots from Stylist‘s special fashion week correspondent, Lenny the pug. (That’s him below, decked out in designer doggie wear and sticking his tongue out at you.)

Lenny The Pug from Stylist's LFW Dog Blog

Additional coverage included:

London Fashion Week: The Invites (gallery)

– Stylist‘s Fashion Week Wardrobe (gallery)

London Fashion Week Street Style (gallery)

– Stylist‘s Live London Fashion Week Blog

Beat The Fashion Bloggers competition, featuring respected fashion bloggers Kristen Knox from The Clothes Whisperer, Laetitia Wajnapel from Mademoiselle Robot, Ella Gregory from Coco’s Tea Party and Kelly Morris from What She Said

– Live tweeting from the Stylist Twitter account

As a result of this content plan, the site attracted almost triple the amount of traffic it did during the previous round of shows in February 2011, and on half the budget. This was helped in part by the excitement generated by Lenny’s Dog Blog, which drew tweets and online coverage from, amongst others, Mercedes LFW, Harrods, Mulberry, Toni & Guy, Paul Smith, Gemma Cairney, my-wardrobe.com, Net-A-Porter.com and Refinery29.


Special Project: ‘Style It Like Cheryl’ for L’Oreal Elvive Full Restore 5

Brief: To create a paid-for microsite within ASOS.com to promote the unveiling of Cheryl Cole as the new face of L’Oréal Elvive Full Restore 5 range in a credible, editorial manner

Execution: Working closely with ASOS.com’s Commercial department and the team at L’Oréal, I advised on and developed the editorial content of the microsite, ultimately creating the Style It Like Cheryl theme. The site’s tagline became “How to make her A-List look our own”, and followed Cheryl’s outfits over a nine-week period in the run-up to Christmas, refreshing every three weeks. Each outfit was broken down into five key style tips to reinforce the ‘five problems, one solution’ tagline, with every fifth tip relating to beauty and recommending a L’Oréal product. Users would then be able to shop the look via populated pages of ASOS.com product.

Results: Not only did the microsite generate increased rates of traffic to ASOS.com and impressive revenue, the client was also extremely satisfied with the project – so much so that they continued their commercial partnership with ASOS.com into 2010, and have invested in a similar microsite for this year’s festive period.

View the Style It Like Cheryl microsite here