New York—Zappos Couture (www.couture.zappos.com) revealed its redesigned web presence with artistic direction and editorial from international editor-at-large of Numero (Russia) and member of the Board of Trustees, Savannah College of Art and Design (SCAD), Andre Leon Talley.
Zappos Couture, a luxury apparel and accessories commerce platform operated by Zappos IP, Inc., tapped Talley as the artistic director of the digital platform as part of a larger vision to continue expansion into the luxury market segment and to achieve the next phase of growth developing Zappos Couture into a premiere destination for the luxury customer.
As artistic director, Talley is curating and cultivating the creative vision with his editorial section on the site, ZeeCee Andre Leon Talley. This will include sub-sections such as: ALisT, highlighting specific apparel and accessories that Talley has deemed ahead of the trend; Style Muse, featuring an of the moment celebrity style star, beginning with Amy Adams; Dude of the Month, spotlighting a male fashion icon, beginning with Marc Jacobs; Absolute Luxe, with Andre Leon Talley’s musings on the state of high end style; and the self descriptive Season’s Best. Zappos Couture will also enhance their video content with the launch of a digital video series directed by Talley. Consumers will be able to click to buy through editorial content.
Talley and Zappos Couture created the imagery for the new editorial in New York City’s Industria Studios in December. Shot by esteemed fashion photographer Francesco Carrozzini (son of Italian Vogue Editor-in-Chief Franca Sozzani) the stunning visual content was inspired by a day in the life of a woman infused with vibrant colors. Talley styled models, Heather Marks and Yulia, who posed on sets of ordinary, pedestrian situations, but in extraordinary, bold hues.
“It’s very exciting to work in a new format with a talent like Francesco Carrozzini who is of today’s generation. It is my goal to offer sophisticated choices for men and women not just in fashion but in other areas such as reading, fine jewelry and home,” Talley explained about working with Zappos Couture. “It’s organic for me, I think of an idea, I send it off and we plug it into the site. I’m inspired everyday by life.”
DMA United structured the deal on behalf of Talley and has been retained by Zappos Couture to manage and implement all creative communications and new business development efforts surrounding the program. They also were instrumental in producing the visual content directed by Talley.