Take On Ted

Today, Ted Baker London is live broadcasting the ‘world’s first remote-controlled, digitally-powered live styling project’. Key US fashion bloggers will be in charge of a professional styling studio in Ted Baker’s London headquarters, using a live video stream and Twitter – and nothing more. Each of 7 selected US fashion bloggers has 15 minutes to demonstrate their fashion expertise by styling exclusive Ted Baker looks, via Twitter. In London, hair stylists, make-up artists and models will be taking direction from these US bloggers and wearing about 450 items from Ted Baker’s Autumn/Winter 2010 collection.

You can follow the event on Ted Baker’s Twitter stream (@ted_baker), and via the Ted Baker blog. In addition to the bloggers, any interested participants are invited to pitch styling suggestions by Tweeting Ted with the hash tag #takeonted. The best ideas may win a prize.

We found this to offer an example of how a brand can use an influencer strategy (tapping into key fashion bloggers) to generate excitement in the brand’s current line. By inviting everyone to participate, it’s also making the brand more accessible, beyond the traditional fashion editorial crowd. We’ll keep an eye out once the event begins at 2PM EST today, and will be interested to know what results this generate for the brand – increased awareness stateside? Increased sales of its Fall/Winter line? We’ll have to see.

[via Take on Ted]