Categories FashionPosted on

Joshua Kane Launches Interactive Campaign

On the 13th September, neo-dandy tailor Joshua Kane released a new interactive video concept featuring his SS17 collection on his website, entitled I Can't Change. Ever the innovator, Joshua Kane continues his collaboration with LAB SERIES Skincare for Men.

On the 13th September, neo-dandy tailor Joshua Kane released a new interactive video concept featuring his SS17 collection on his website, entitled I Can’t Change. Ever the innovator, Joshua Kane continues his collaboration with LAB SERIES Skincare for Men.

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The video builds on Joshua’s interactive runway campaign for his AW16 collection, which encourages consumers to actively engage and click on all aspects of the video which links to content from Joshua’s online shop. This ‘clickable’ content from his menswear, womenswear and accessories collections, gives the consumer the option to buy and enhance their knowledge of the product, such as where it’s made and from what materials.

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The interactive video also sees Joshua’s collaboration with LAB SERIES extend from the runway to his campaign, as LAB SERIES were the official skin care expert for the project. The campaign stars Sascha Bailey whose face can also be used as a portal to purchase, and links to the selected LAB SERIES products that were used by the team to achieve the same look.

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On his involvement in the interactive campaign, Sascha Bailey stated: “Joshua’s intuitive nature and passion to break boundaries has meant that his skillsin both technology and fashion have combined to create a ground-breaking campaign. I am honoured to be a part of his journey.”

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The collaboration between Joshua Kane and LAB SERIES is built on their mutual passion for being leading pioneers in innovation and technology; since 1987 LAB SERIES Skincare has been rooted in high tech and high performance, which makes the partnership with Joshua Kane a harmonious one. The two brands have partnered twice before at Joshua’s runway shows for both LCM AW16 and LCM SS17.

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This continuation of technological advancements within the Joshua Kane label led to the brand being nominated at the Fashion Futures Awards for the ‘Beyond The Runway’ Category, held in association with the British Fashion Council. The latest interactive video is only the next step on Joshua’s growth as a fashion pioneer.

www.joshuakanebespoke.com

Joshua Kane
53 Brushfield Street
Old Spitalfields Market
London
E1 6AA

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