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Stella McCartney debuts fragrance through 360-degree geo-targeted campaign

January 30, 2012

 

By Rachel Lamb

British label Stella McCartney is introducing L.IL.Y, its first fragrance in almost a decade through a mobile application, Web effort and partnership with London-based department store Selfridges including augmented reality, video and user interaction.

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  1. Day’s wrap: Hermès, LVMH, Bentley and Bloomingdale’s
  2. Luxury handbags 200pc less likely to end up in landfill: Fashionphile
  3. LVMH, Elle celebrate craftswomen with Prix des Artisanes
  4. Audi offers vision of progress in Janelle Monáe campaign
  5. Chanel marks century of N°5 with high jewelry tribute
  6. Zenith inspires younger consumers with new ambassador effort
  7. Relationship between luxury, gamification is evolving in real-time
  8. Prada recruits Jake Gyllenhaal as fragrance frontman
  9. Luxury labels still slacking in transparency efforts
  10. Prada, Moschino, Sephora and Twitter
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