DVF Journey of a Dress

Talking of Emma Roberts... Emma has also taken part in the Diane Von Furstenberg's 'Journey of a Dress' series. A series that sees top celebrities and fashion bloggers travel the world in the brands iconic Wrap Dress which is celebrating it's 40th anniversary this year. The Wrap Dress is so famous in fact, that a whole exhibition was held around the dress in LA this year.

Other 'Journey of a Dress' stars include Coco Rocha and fashion bloggers Song of Style, Tuula Vintage and Chiara Ferragini. The range of young girls chosen to be a part of the video series shows how timeless the Wrap Dress is, and just how flattering the shape of the dress is for a woman of any age. The women chosen all have mega status and influence within the industry, and a whole heap of dedicated followers that admire and copy their fashions... a perfect platform to promote the dress.

These films are a nice little PR stunt that help to support the launch of the exhibition. The short films are also great as they can be posted and shared on social media platforms, reaching a large audience.

Emma Roberts' Jimmy Choo Photo Diary

Emma Roberts has collaborated with Jimmy Choo to create an exclusive photo diary that sees the actress personally style a range of shoes from the new AW14 collection with her favourite summer looks. The photo diary was posted on the brands website and social media channels, and accompanied by an in-depth Q+A about her personal style and influences. When you view the images on the brands site, the shoes are of course shoppable there and then- a technique all brands are now adopting when mixing editorial content with product. Before I saw the final images, I imagined the photo diary would consist of more candid, personal photos that saw Emma wearing her new Choo's out and about in different locations, however the final images are actually edited, glossy magazine-style images which I kind of felt slightly disappointed by. With this said, Jimmy Choo is an incredibly sleek, chic and polished brand so I understand that Instagram filtered photos might pose a slightly peculiar image.

I find the idea of celebrity endorsement immensely interesting. Choosing a celebrity that perfectly represents your brand requires a lot of thought and trust. The celebrity is essentially an ambassador for the brand, which means everything they do both in their work life and personal life is associated with the brand.