
With Fashion Week winding down and the Oscars coming up, haute couture is on the mind of every fashionista from the runway to the Internet. In the case of the highly anticipated film, Hunger Games, marketers have adopted the Tumblr microblogging site as their headquarters for tapping the sartorial-minded segment.
Suzanne Collins’s Hunger Games is a dystrophic tale that revolves around a televised competition of the same name where teenagers are forced to fight until death. Despite its grim narrative, the film is also known for its focus on fashion-forward apparel.
In this fictional land, fashion is heavily weaved into the book, so it only seems appropriate to focus on the Hunger Games’s fashion on a blog. Capitol Couture is a fashion editorial that blends information on the Hunger Games, movie characters, and the Panem (the film’s fictional nation) culture into one neat package. Some content is original, such as the humorous how-tos, but other posts are reblogs from other Tumblr users and Pinterest. Capitol Couture also sneaked in some cross promotion with their partners Rodarte and Moviefone.
This is a great example of transmedia storytelling. From their web address to the content, the blog becomes an extension of the movie world and doesn’t break the illusion of visiting a real blog in the Hunger Games universe. Comments on upcoming events in Collins’s narrative are paired with real runway looks in fashion shows. The author(s) of the...