Stella McCartney Joins the APP Crowd
Stella’s getting it in with technology as she officially joined the APP world today.
The designer launches an iPad application that customers can download for free via Apple’s iTunes store. The app allows customers a peek behind the scenes of the designer’s world — among its features are a news section that shows backstage pictures from McCartney’s summer 2011 show in Paris, and a “Stella’s Diary” section that chronicles the day of McCartney’s spring 2011 presentation in New York, along with an animated Polaroid collage of the day by artist Jeremy Kost. How awesome is that?! Free and all this backstage, behind the scenes coverage!
The APP includes film content,a video directed by Alastair McLellan called “In the Park,” which features Dree Hemingway wearing looks from McCartney’s winter 2010 collection. The app doesn’t currently offer e-commerce, but the label plans to add that in the future, a spokesman said. To mark the app’s launch, McCartney has designed a Falabella iPad case, in black fake leather with a chain trim, priced at $395.
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