FYI, London: money is so over. Well it is according to Marc Jacobs, at least. Tomorrow (August 15) the brand is opening the doors to a Covent Garden pop-up shop with a difference – where the currency is social media, not cash. Hashtag intrigued? Here’s the lowdown…
ZOMG. What’s this all about?
Does there need to be a reason for free stuff? Well there is – the Marc Jacobs Tweet Shop heads to the big smoke following a February debut at New York Fashion Week, and it’s a shop where you pay for things in tweets. It’s Marc’s way of saying thanks to all his loyal customers over the years (awww). It also continues his label’s very public love affair with social media – it found models for its AW14 campaign via Instagram.
What can I ‘buy’?
You’re correct to put ‘buy’ in quotes, friend, because as mentioned your money’s no good here – you win items by tweeting. Goodies up for grabs in the shop will include mini-fragrances, clothing and accessories – and for your chance to get your mitts on them you’ll have to get busy with the hashtag #MJDaisyChain. There’s also the chance to win your very own Marc by Marc Jacobs handbag – that prize will go to the girl or guy who tweets the most creative photo. (Put those filters away, cheeky…)
What else will be there?
Isn’t all the free swag enough?! Either way, there’s plenty more to accompany your tweeting and shopping – including a Daisy photobooth and Vine booth, a Marc Jacobs nail bar, drinks, and, thank God, a lounge area to collapse into, exhausted from all that frantic fingerwork. Prepare your digits, people.
By Flo Wales Bonner