Street style blog saturation hit seasons ago, but recently, Jimmy Choo found a way around the noise with a unique new interactive microsite. Launched late last week, “Choo 24:7 Stylemakers” is simply designed in that it relies solely on user-generated content — i.e., uploaded photos — but cleverly-conceived in that it is equal parts street style blog and e-commerce site. Offering Choo fans in 70 international cities from Antwerp to Atlanta the opportunity to share images of themselves while wearing the glitter-mesh ‘Callie’ sandal or carrying the hinged patent leather ‘Cayla’ clutch, ‘Stylemakers’ also allows users to identify in-season items and link to them for purchase. Click “view” on any one of the 18 uploads from New York City, for example, and you can ‘shop this style’ instantly. For those out-of-season or out-of-stock items, users can opt for a more general category, such as “strappy sandal” or “crossover bag,” which then links the interested party to a variety of similar, available-for-purchase styles. Or, if spending $650 (or more, likely) isn’t in your budget, you also have the option of writing a comment that instantly posts to your Facebook wall.
The first rule of submission — “the photograph has been taken by you and/or belongs to you” — doesn’t mean well-known models and actresses on red carpets aren’t also included in the mix. Recognize Oscar winner Marion Cotillard in the image above? Jimmy Choo’s watchful staff keeps an eye on which celebrities don their accessories and they themselves upload the photos of these familiar faces. ‘Stylemakers’ is visually beautiful, engages audiences in a meaningful way and is well-integrated into the brand’s main site. For more on the conception of this new microsite, check out this video from Jimmy Choo, which accompanied ‘Stylemakers’ launch last week: