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Gucci Pairs Female DJs With Fringe on Branded Spotify Hub

  |  March 12, 2014   |  Comments

Gucci’s so-called Fringe Mix features what the brand calls fashion-forward DJs and its Bamboo Fringe handbags on a Spotify hub that launched March 11.

gucci-fringeItalian luxury fashion and leather goods brand Gucci has launched a Spotify hub and a related YouTube video to commemorate its Spring/Summer 2014 Bamboo Fringe handbag.

The campaign launched with what Gucci calls "the fashion world's most sought-after female DJs" on March 11.

"In keeping with creative director Frida Giannini's passion for music – the designer herself owns a vinyl collection of over 8,000 records – Gucci has called upon an eclectic group of female disc jockeys," the brand says.

Six DJs – including Harley Viera-Newton, DJ Kiss, Pixie Geldof, Leah Weller, Chelsea Leyland, The Misshapes, and Mademoiselle Yulia – have curated exclusive playlists for Gucci's new Spotify hub.

Featured songs include Janelle Monae's "Electric Lady" and Earth, Wind & Fire's "September."

As of March 12, Gucci's Spotify hub had 146 followers.

A Gucci rep was not available for comment.

The initiative coincides with Gucci's short film The Fringe, which a press release says debuted on March 3 on the brand's YouTube channel. According to YouTube, however, the video was posted February 26.

It had just less than 90,000 views as of this writing.

"The short stars Gucci's Spring/Summer 2014 Bamboo Fringe handbag, which proves itself as the perfect nightlife accomplice," the brand says.

A special version of the video will also appear in select expandable banner ad units as part of a worldwide digital media roll-out, Gucci adds.

In addition, Gucci says its branded music streaming channel will allow users to "explore, listen, and share tracks on various social media networks."

@Gucci has 1 million followers. The brand is using #guccifringe to push the Spotify hub and playlists.

Gucci also has 12.4 million likes on Facebook, where it has posted a Fringe Mix photo gallery with 5,500 likes as of March 12.

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Lisa Lacy

In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

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