While increasingly it feels as if the world around us is getting smaller, the Internet is forever expanding; there are probably now enough listicle style sites that no one need ever focus again.
Thus it’s not enough for fashion brands to have a simple ecommerce platform; consumers don’t just want to buy a new dress, they want to see how it first looked on the catwalk and what the inspiration behind it was.
Enter Kenzo’s just renovated world wide web space. Say creative directors Carol Lim and Humberto Leon: “We wanted to edit and amplify. To create a powerful online experience.”
Hence the pair behind Opening Ceremony this month welcome to the .com platform stories from Lorenzo Vitturi and Charlie Engman, as well as an ‘interactive online cityscape’ replicating the SS15 campaign themes.
“Ever since our beginnings at Kenzo,” the duo continues, “We have always put our online activity at the forefront of the brand’s development. We are excited at how quickly the online business has grown to become the second most successful Kenzo store in the world.”
Bricks and mortar, what?