WESC, MP3s and poetry installed at Oasis AW10 showcase

UK retailer Oasis's autumn/winter 2010 preview featured recorded poetry readings playing on D-Jix MP3 players attached to cascading white, floor-to-ceiling ribbon columns as focal points among the more expected LBDs (which Oasis does so well), elegant mannequins and glass-topped display cabinets.

Using chic, white WESC headphones, guests could catch specially-commisioned stanzas by poets Susanna Cole, Laura Dockrill and Sophie (sister of Gemma) Ward, who had been invited to respond to the high street retailer's new collection.

With a nod to the more traditionally-minded among us, we were able to take away calling cards, printed with the poet's biog and poem, attached to the ribbons with bulldog clips - this season's fashpack accessory.

The showroom also featured a filmed 'digital lookbook' playing on a flatscreen.

Oasis has been thinking beyond the immediate sphere of fashion for some time now, notably with its sponsorship of the biennial Fashion in Film Festival in 2007, and it was interesting to see it exploring audience engagement in this way, even if it wasn't ahead of the curve in terms of technology.

Communications for the high street brand are managed by an in-house team. An aesthectically-compelling Oasis blog and active Twitter account both offer its audience competitions and special discounts. the team also produces a print customer magazine.

Rankin & Chris and Noisettes join Dr Martens' birthday stomp

As a teen, I was known for my purple, square-toed Dr Martens (my perky take on the 90s' angsty-grunge look), and the past few seasons have seen the original stomper boot brand steadily rebuilding its sartorial sway ahead of its 50th anniversary this year.

Working with PR and branding agency exposure, Dr Martens commissioned 10 of the noughties' hottest musical things to re-interpret of 10 cult songs released since its 1960 inception, and 10 super-cool music videos by iconic directors, to boot. Boasting a stellar line up including Black Rebel Motorcycle Club, Noisettes and The Raveonettes, the final seven are released between May 17 and  November 1.

Featured on the brands' birthday microsite, and downloadable, three songs have been released so far, including this glam Buzzcocks number by the Noisettes, directed by Rankin & Chris (Cottam). The videos are uploaded to a dedicated Youtube channel and will be deployed in social media campaigns. We're looking forward to Buraka Som Sistema's take on Neneh Cherry's Buffalo Stance, released May 17.

The offical 50 years of Dr Martens Facebook page has 3724 aficionados so far. An unofficial Dr Martens presence, erroneously listed as a 'company', is pushing 68,000 fans, despite the threat of closure by the social network's officals.