BRISBANE: Luxury retailer Jean Brown has embraced new media as part of its latest visual merchandising strategy.
The Brisbane-headquartered retailer, which stocks luxury brands such as Yves Saint Laurent, Balenciaga, Chloe and Bottega Venteta, has collaborated with infamous shoe blogger Matthew Jordon on an in-store footwear exhibition.
Jordon, a former footwear executive who now operates his own blog 'Imelda', will put his tongue-in-cheek spin on an exhibition of 20th century shoe designs, which includes a pair of iconic 1960s black buckle pumps by Roger Vivier and a pair of green suede, studded Stuart Weitzman heels from the 1980s.
Earlier this year, Australian unisex chain Saba commissioned blogger Scott Schuman - aka The Sartorialist - to shoot street-inspired images for a seasonal denim campaign.
Jean Brown Group director Amber Long said the in-store exhibition tapped into two key trends: fashion as art and independent online media as an authoritative voice.
"The exhibition breaks new ground in fashion retail and more broadly the co-option of new media within a fashion retail context."
The display, dubbed 'Imeldific: 20th Century Shoe Design' will kick off at Jean Brown's flagship store in Fortitude Valley from October 28.