In fashion you have to move with the times, and with the rise of online shopping more and more brands are reluctantly adopting strategies to get into the online game. While larger and luxury brands have been hesitant (Chanel confirmed in April it was launching an online store in 2016), younger and up and coming designers have quickly flocked to the socialsphere ultimately creating a new wave of ‘social brands’ that have developed and grown thanks to their digital presence like New York based brand Charlie by Matthew Zink. Launched 5 years ago by Matthew Zink (the former Design Director for Victoria’s Secret swimwear), Charlie has grown in leaps and bounds thanks to an incredible legion of fans who not only wear his offerings of swimwear and the recently launched underwear range but also post them online with the hashtag #charliefans for the opportunity to be reposted by the brand. It’s this clever incentive that has help to build the brand by including the customer in what has ultimately become the identity and brand image of Charlie – sexy, colourful and stylish.
Keeping up these visuals, Charlie by Matthew Zink releases its latest campaign featuring Alex Geerman. Staring in the ‘Jungle Boy’ story, the male model takes on the role of a modern Tarzan and shows of a mix of swim and underwear styles in an array of poses that are not too dissimilar from what the customer is pulling in their Instagram shots (even if we all don’t have a physique like Alex Geerman). And that’s the beauty of digital fashion, it creates opportunities to have a back and forth mutual relationship between customer and brand to truly achieve brand loyalty that money just can’t buy.
See the latest Too Hot For Clothes?… shoot.
See the latest Too Hot For Clothes?… shoot.