The interactive experience features a shopable fall look book from the new Rachel Rachel Roy collection, episodes of the Rachel Roy documentary produced by Vogue.TV and a sweepstakes to win looks from the new Rachel Rachel Roy collection. “The Rachel Roy brand came to us wanting to look at ways to bring the brand to a place where people can interact with it anywhere any time,” said Stephanie Horton, creative services director at Vogue, New York. “The iPhone is really big right now so we thought it would be cool to do something on it and appeal to that market.”
The interactive look book includes 13 fall looks personally selected by Rachel Roy from her new diffusion line, Rachel Rachel Roy and includes affordable contemporary sportswear, footwear, handbags and jewelry.
The iPhone initiative also features the three-episode documentary called Behind The Lens, produced by Vogue.TV and famed director Douglas Keeve. The documentary gives viewers a behind-the-scenes look into Ms. Roy's daily life, from fittings in her showroom to time with her family and the launch of her new diffusion collection. IPhone users can also sign-up for email updates from Rachel Roy about seasonal trends and new products or visit Rachel's Facebook or Twitter pages.
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