Comme des Garçons is notorious for its anti-marketing approach to the internet – in fact, Rei Kawakubo's label boasts absolutely zero online presence on social media. No Twitter, no Tumblr, nada. Until recently, the Kawakubo-founded Dover Street Market followed suit. But in the lead-up to the store's tenth anniversary, the high-concept retail space is set to launch on Instagram.
Managed by AnOther Magazine editor Laura Bradley, the @doverstreetmarketlondon account is the first social media presence associated with Dover Street Market, let alone Kawakubo and Commes des Garçons. (Even the official-looking @COMMEGARCONS account is a fake, FYI.)
The Instagram page launches officially in September to coincide with the 10th anniversary of the store, but it's already started teasing what's to come. The first taste? A series ofimages that joined up to read "The Next 10 Years" – the official strapline of the store's 10th anniversary celebrations. DSM also sent us this exclusive image of the iconic DSM hut, due to be premiered online on Monday (above).
Other teasers included more pleasingly abstract close-ups of the hut and a quote that exemplifies the store's forward-thinking approach to fashion. It's part of a "Future"-themed series that will run on Instagram throughout August:
"There’s a dialogue within the shop. It’s an abstract, unsaid conversation created by the brands’ very presence and energy," DSM president Adrian Joffe told Dazed at the opening of the Nicolas Ghesquière-curated Louis Vuitton space and window. "When we opened, some people understood it, others didn’t. It took about four years until people started getting it and loving it."
With almost 4,000 followers signing up to follow @doverstreetmarketlondon in the last two days, we're pretty sure it won't take that long for people to get with the programme.
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