Thames works in collaboration with Fred Perry for the Fall/Winter 2018 season, marking the duo's third project together. The new capsule is set to drop on October 5th and the lookbook comes with a complimentary film with Michael James Fox and Blondey McCoy. McCoy predominantly explored Instagram for casting selections for the project, ultimately choosing about 40 models to come meet himself and Fox in the studio. The lookbook takes place along the Thames River as the cast rides on a school bus reciting a prayer.
Some of the cast members were nervous at the opportunity but as they were all dressed in a uniform, it evoked a sense of academia as if the group were on a field trip. This unique approach gives off a sense of authenticity shown not only through the shooting experience but also through the actual final product.
Preppy Riverside Lookbooks
Thames and Fred Perry Drop a New Range Showcased by Blondey McCoy
Trend Themes
1. Collaborative Fashion Capsules - Thames and Fred Perry collaboration creates disruptive innovation opportunities for shared resources and intellectual property in fashion industry.
2. Instagram-model Casting for Fashion Marketing Campaigns - Social media platforms as viable options for expanding the size and diversity of network for sourcing models and influencers, improving engagement for brands and hence resulting in better conversion rates.
3. Uniform Fashion Trend - School uniform-inspired fashion trend in mainstream fashion industry offers opportunities for innovative design elements that incorporate traditional academia elements.
Industry Implications
1. Fashion Industry - Collaborative marketing campaigns, Instagram-model scouting, and school-uniform inspired trends offer new creative opportunities in the fashion industry.
2. Social Media Industry - Social media provides an avenue for the fashion industry to cast a wider net in identifying the right models for their marketing campaigns.
3. Education Industry - School-uniform inspired fashion trend provides opportunities for innovative designs and merchandising elements that reflect contemporary and traditional education systems.