>> When I last rounded up the Digi Antics of the S/S 13 season, one of my favourite "digi" discoveries was the redesign of O: by Tank (and Tank magazine) coupled with the accompanying Because Fashion Scan app, which seamlessly integrates creative and fun animated video content with print. The technology behind the app isn't anything new per se but Tank have taken the time to develop their own pattern recognition app so that when you hover your device over the page, the video content pretty much pops up instantaneously. What is fundamental is that when you're holding the magazine in one hand, and have your iPad in the other, it doesn't feel unnatural or forced. This makes even more sense with the new iPad mini's and of course the many various sizedtablet and smartphone devices on the market.
The new Christmas issue of O: by Tank just came out this weekend and is available with today's Guardian if you want to rush out and grab a paper from the newsagent. There are over 100 videos packed into the issue with every page offering up "visual finger food" (as Masoud Golsorkhi, publisher of Tank termed it) for you to peruse. Most clips are no longer than 30 seconds and basically bring the product to life. Because Magazine has long been producing 30 second clips of fashion loving fun fun fun, often giving a perspective to the product that you wouldn't be able to do with a still photograph and now these videos are properly integrated with the pages of a magazine. Caroline Issa, editor in chief of Tank and O: by Tank has done a stellar job of cherry picking covetable items, and giving a humorous spin on anything from Tom Ford lipsticks flying on a rocket to this season's IT bags carried by a real human Cousin It. The animation and editing is purposely not slick or pretentious and instead, you get easy to digest bite sized chunks that don't alienate the viewer. I quite like how the fashion film editorial films have been broken down into little trippy snippets instead of what could have been an overly long and indulgent vanity film project.
The focus is shamelessly product-based, which could easily have read like any of those boring shopping pages that are being thrown at us, as Christmas shopping advice really ramps up in the coming weeks. The Fashion Scan app however really sells the product in a way that is engaging and makes me think that product or market pages that mainstream fashion media so loves could all do with this sort of accompanying video content. What's even more interesting is that every advert also links through to bespoke video content. For example, the inside cover Chanel advert brings up an edited version of the Chanel Cruise 2013 show held at Versailles, which gives reason to linger longer on an ad that you would have otherwise skipped. It's added value for the luxury brand advertiser and I think it will call into question the validity of static ads on a printed page, which will no doubt dwindle over the coming years. Aren't we constantly asking about what's the future of fashion publishing? This may not be the finite answer but it certainly is at least an attempt at responding to that question.
I thought I might bung in a closer look at this Dharma Taylor holographic shirt, which I bought from the awesome bolthole store Primitive London, whilst we're on the subject of mind bending visuals. Everytime I've worn it, people have wanted to either touch it or look at it closely, because of its holographic properties. I'm properly into fabrics that have these strange lenticular/holographic qualities so much so that I might try sourcing fabric of my own and getting a dress or a jacket made up, preferably in silver or a heinous shade of orange or green to match my Christmas wrapping paper scheme.