On 5 November, eight fashion bloggers working for sites including fashionchalet.net and saucieglossie.com, will style exclusive Ted Baker looks from the A/W10 collection via a live stream, using nothing but tweets.
Each blogger will be given just 15 minutes to style two themed looks, using a hair stylist, make-up artist, three runners, two male and female models and 450 items of Ted Baker clothing, cooordinated remotely by tweeting @ted_baker.
The activity will be part of the launch of Ted Baker’s US online store and will be involved in the brand’s ongoing support for its Autumn/Winter ‘10 collection.
The finished looks will be displayed in Ted Baker’s US stores with some of the finished product being merchandised and made available for purchase through Ted Baker stores worldwide.
Craig Smith, brand communication director at Ted Baker, added: "We are always looking at innovative ways to support our brand and engage with our audience, and ‘Take on Ted’ does exactly that.
"We are genuinely excited to witness how new technology can help us to connect with a live audience in new ways, and we have found a great ally in Guided who got our brand immediately and have brought their expertise to bear on this very challenging initiative."
The bloggers will make their choice of the items they want to style with from the new Ted Baker US online store; they will announce the activity on their site once they receive the brief, encouraging their readers to suggest styles/looks for inspiration and be given an additional fantasy brief.
Once they have received the challenge, each blogger has 15 minutes to perfect their submitted styles, direct styling in the studio via Twitter by tweeting @ted_baker.
After each blogger’s look book is complete or their time is up, the controls to the studio are handed over to the next blogger taking part and the process takes place again.
Action in the studio is streamed live back to their blog and at tedbaker-london.com.
Responsibility will then be handed to the public who get 5 minutes each to tweet to tweak looks after the final blogger styling session.
The looks that get the most positive feedback will win their creators a $500 (£310) gift that outfit card at the Ted Baker online store.
Sam Reid, founder, Guided Collective, said: "Ted Baker is a fashion label that has grown solely via word-of-mouth, so we wanted a concept which would not only continue that, but build a longer term relationship with those delivering and sharing Ted’s message.
"For us a lot of branded blogger outreach is approached in the wrong way and seen as free press coverage, with scant regard for the bloggers, most of whom don't get paid for their labour of love.
"As fashion grows in the digital sphere, our opinion is that brands should empower these taste makers beyond a freebie, and collaborate with them to generate the content that they will ultimately share."