What do you get when you combine legendary artist Jean-Michel Basquiat, one of the first recorded rap battles, a cutting-edge fashion brand and 360-degree shoppable photography?
The answer was on display November 2, as Alice + Olivia by Stacey Bendet launched a capsule collection of clothing based on Basquiat’s neo-expressionist, graffiti-influenced art that ruled the 1980s New York scene. The Alice + Olivia team wanted to make the #AOxBasquiat launch event in NYC feel like an art opening — creating interactive exhibits and welcoming celebrities like Pierce Brosnan, Nicky Hilton and Princess Beatrice of York.
Alice + Olivia also made sure that fans around the world could experience the event in all its glory, so they partnered with Curalate to power a 360-degree shoppable experience using Curalate Revolve. At the event, Alice + Olivia captured 360-degree photographs of the space using Samsung cameras and productized the images in the Curalate Dashboard. That way, fans visiting their blog could virtually tour, explore and shop the show just by clicking and dragging.
“We wanted to give the global A+O community the opportunity to experience the event and shop the collection in a new, unique and interactive way,” said Isabella Di Stefano, Senior Manager Social Media & Content at Alice + Olivia.
Try it out for yourself. Click, drag and zoom in on the photos below:
For one of the looks, Alice + Olivia transformed Basquiat’s iconic black-and-white album cover for Beat Bop — a 1983 rap battle between Rammellzee vs. K-Rob — into a clutch pocketbook. For another piece, his classic yellow crown is the centerpiece of a pullover.
Launching the partnership with Curalate, Samsung and the Basquiat estate shows that Alice + Olivia aims to innovate in the ever-changing fashion industry. Gone are the days when brands would unveil their new collections at New York Fashion Week, wait for the buyers to make their purchases, then fill store shelves months later. These days, consumers are following bloggers and social media influencers and want to buy items the second they hit the runway. Leaders at Alice + Olivia know this all too well and think Curalate Revolve can create or initiate a transformational medium to bring new collections to followers.
“We like to think outside the box and leverage the most cutting-edge technology. We’ve been experimenting with 360 photos behind the scenes and this was our first opportunity to go out to the public with them. Making them shoppable creates this truly unique see-now-buy-now experience that’s never really existed before in the fashion world,” said Di Stefano.
The #AOxBasquiat project was part of a collaboration with the Council of Fashion Designers of America and the Basquiat Estate. Alice + Olivia will donate 50% of the proceeds to the CFDA to help support young fashion talent.
Alice + Olivia is an early launch partner for Curalate Revolve, a product that enables brands to easily deploy interactive, immersive and shoppable content experiences that not only inspire, but drive consumers to take action. Curalate Revolve is currently in beta but will be offered widely in Q1 of 2017.