One of the fashion tastemakers featured in the campaign is Julie Sarinana, of Sincerely, Jules. The Los Angeles-based blogger is well-versed in the world of Tumblr, and modeled alongside other bloggers like Betty Autier of Le Blog de Betty and George Lewis Jr. of Twin Shadow.
Club Monaco has embarked on a new fashion frontier: The retailer will digitally debut its Fall 2013 lookbook on Tumblr with the help of seven prominent bloggers. The brand's online initiative, which launches today, will make it one of the first to reveal a major lookbook on the social media platform—which is fitting considering many of the bloggers are social media masters.
We chatted with Sarinana about Club Monaco's digital exploration, her campaign for the brand, and ways to maintain a fabulous blog.
Being that you are a prominent figure in the online fashion community, did Club Monaco's project to reach out to buyers via Tumblr seem like the right idea?
I think it’s great that Club Monaco is trying to push the social media boundaries, and I think they are doing it in a really creative and attainable way. Their audience can literally take the images right from the lookbook site and Pin, post on Tumblr, and Facebook them. It allows the whole lookbook to go viral, which I think is really cool.
Can you predict or envision an increase in lookbooks that are released on different social media channels, versus the lookbooks just being released on the brand's website?
Sure! I would imagine that other brands will see Club Monaco’s new format and be interested in trying to tap into the same clientele. It’s so much easier for companies to have online lookbooks, since it’s right at your fingertips, and I think its great that Club Monaco lets you download a hi-res image of any of their pictures so that they can be used in blog posts.
Did you get to put together and style your own Club Monaco ensembles for the lookbook? Was it similar to photographing outfits on your own blog?
We had an amazing stylist who styled every single one of us. It felt great to have her style us because her keen eye to put each look together was impeccable. Shooting the lookbook was a piece of cake, because it was just like photographing my own outfits for my blog. It felt natural and made it easier for me to feel comfortable, because I was already familiar with the style of shooting!
What are your favorite pieces from the fall collection that you modeled?
The whole collection felt fresh, cool, and sleek, so I was excited to see what I was going to wear. Some of my favorite pieces were the navy blue skinny trousers—they're versatile and can easily transition from a meeting or lunch to an art show and even date! The black-and-white tuxedo track pants were also a favorite of mine—so much swag!
What are some tips for creating and branding a really unique blog or Tumblr?
It's really important to stay true who you are and have your own unique voice. Create original and interesting content, everyday. Being consistent with everything you do is key—[your] style of photographing, writing, schedule of posting, updating all social media constantly, etc. You have to think long term and build a brand, not just a "blog."
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