Party Coverage: Scene City: Polo and Surfing in the Hamptons Benefits were held last week for the Robin Hood Foundation, Breast Cancer Research Foundation and the Southampton Hospital. http://ift.tt/2ut5onm

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Luxury e-tail giant Farfetch has named Yasmin Sewell its new VP of style and creative. In the newly-created role she will lead the global editorial and creative teams, responsible for overseeing all content, and overall styling direction on the site. As the highest-profile survivor of Condé Nast’s style.com closure, Farfetch said she brings a wealth of experience from both fashion and retail. Sewell will report into John Veichmanis, Chief Marketing Officer. Veichmanis said of the appointemnt: “Millennial customers have really connected with our proposition as the diversity of product on the platform massively appeals to their sense of individuality. Building on our recent content and commerce partnership with Condé Nast, we want to develop new and inventive creative formats that help our customers discover more of the wonderful product available at Farfetch. Yasmin… shares our passion for innovative digital thinking and product discovery.” Sewell added that she has known Farfetch founder José Neves “since the beginning – we are past collaborators, and it is an honour for me to become a full-time part of everything Farfetch is creating now and even more so, all that is to come.” The announcement follows the news that last month Farfetch formed a global content and commerce partnership with Condé Nast. The two are creating “a seamless editorial shopping experience from inspiration to shopping gratification” following the publishing giant’s decision to axe style.com, its own high-profile attempt to mix content with e-commerce. Sewell had been its fashion director. The post Yasmin Sewell takes high-profile role at Farfetch appeared first on WGSN Insider. http://ift.tt/2utT9D7

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Though it’s been a while since I went Back to College shopping (hint: Jennifer Lopez was still Jenny from the Block), the process isn’t something I’d ever call relaxing. The combination of a big box retailer the size of a city block, the blast of too-cold air conditioning, and the unflattering glow of fluorescent lights creates quite an unsavory memory. Kids today have it so much better. They can shop for their campus wares from the comfort of their own bed, all the while streaming Riverdale and texting with their #bae. And now, thanks to Ikea’s newest Back to College campaign, they can shop for their dorm while getting their ASMR tingles on. Ikea campaign: Back to College For those who aren’t familiar with ASMR, or autonomous sensory meridian response, is a relaxing mental state characterized by a tingling sensation on the scalp. Commonly, it’s triggered by visual and acoustic stimuli, like scratching, tapping and caressing. Over the past several years, YouTube has become a haven for the ASMR community, racking up over 4 million videos dedicated to what ASMR enthusiasts call an “art form.” Ikea’s ASMR campaign, titled “Oddly Ikea,” takes the viewer through a tingly 25-minute tour of a typical Ikea dorm room— the touch of the fitted sheet, the tap of lamp, the melodic chime of metal hangers. It’s true to ASMR-style, with a simple, binaural voice over, slow pace and plethora of deliberate hand gestures. Though no “ASMR artists” are used, Ikea clearly did their homework to give the campaign an authentic feel. As a dabbler of ASMR (I’ve never watched a beauty tutorial I didn’t like), I’m impressed with how true Ikea stayed to the medium. Some people may not get it (read: Parents), but for college-aged Gen Z’s, this campaign kills two birds with one stone: it educates them on dorm room products and helps them relax. I’d argue this campaign, along with the shorter 30-second and 60-second spots, may even transcend the Back to Campus shopping season. Typical ASMR videos are often watched multiple times by one user, putting usage well into the millions. All Ikea needs is one post on an ASMR Reddit and it could be the next fan favorite. What the campaign also proves is that brands don’t need loud pop music, augmented reality selfies and interactive emojis to be successful. Kids today have enough stimuli. They just want to relax. The post Why Ikea’s ASMR Back to College Campaign Is A Tingly Win appeared first on WGSN Insider. http://ift.tt/2uKizLX

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