Since July 2008, there’s been a new hot online destination for fashionistas: the ‘Two for Fashion’ fashion and lifestyle blog. It was created for people who like to keep up with the latest trends and be inspired by insights into the international fashion scene.
Each day, www.twoforfashion.de delivers up-to-the-minute reports, high-quality photos and videos from Hamburg, Berlin and Paris. Thuy and Kathrin, two external authors who are at home in the scene, are the authors of the blog. The editors describe their worldwide it-place discoveries intentionally from their personal point of view and do interviews with OTTO buyers and designers. "Two for Fashion allows us to bring our fashion expertise to life, link trends in the international fashion scene with insights into the company, and enter into a dialogue with readers and customers," says René Murowski, Two for Fashion project manager.
Besides the two fashion experts, OTTO employees also write for the blog. They give personal insights into their daily work or let the bloggers look over their shoulder whenever they are doing something involving fashion, home design ideas or technology. Two for Fashion fans are encouraged to discuss and contribute their ideas in polls, contests and blog parades. For example, the current logo is the result of a design campaign: readers were invited to co-design and select the winning motif.
A campaign to mark the first anniversary of the OTTO fashion blog in 2009 attracted a lot of attention. The two authors sent their virtual mannequin Anna to selected fashion bloggers and fashion editors around the world, inviting them to dress Anna to reflect the current trend in their home countries in Scandinavia, Asia, Eastern Europe and the rest of the world. The bloggers could dress Anna in their favourite fashions on the computer, print her out, colour her, paste things on her, photograph or scan her as desired. Their creative Anna styles were then exhibited in a virtual fashion show. Finally, readers were asked to vote on their favourite look.
The anniversary campaign was an augmentation of the regular Two for Fashion ‘blog parades’ that OTTO uses to actively promote networking in the German fashion blog scene. All invited authors simultaneously blog on the same topic and link their contributions - text, photographs, collages, videos – with each other. As the initiator, Two for Fashion compiles the individual contributions in a collective article or in a virtually endless video. For example, the longest online fashion walk ever was created in this way.
Two for Fashion offers a prominent forum for current OTTO sustainability projects, such as the Aid by Trade Foundation’s ‘school uniforms for Benin’ by the Cotton Made in Africa initiative.
Of course, Two for Fashion is also on Facebook, Flickr, YouTube and Twitter and keeps users in the loop with exclusive extra information from the fashion scene.
Two for Fashion has become a fixture in the fashion scene and has won numerous trade and consumer awards, including Gold at the 2011 German Online Communication Awards.