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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.

GFW students Rankin the industry

Graduate Fashion Week has not only hooked in uber-snapper Rankin to shoot this year's publicity campaign, but has also announced a reflective industry award, voted for by students themselves. Fashion/Popcorn is currently investigating how this award with be nominated and votes cast; certainly we think it presents a perfect opportunity for souping-up the event's digital presence and engaging its audience - let's see if it's fully exploited.

Turning tables on the industry, 2010 graduates will pick the public personality who 'pushes the boundaries of fashion', and inspires them the most. This person doesn't have to be fashionista, per se, so we wait with bated breath to see who scoops the accolade - will 2010's cohort choose an A-list model, a singer or a high profile designer, or dig a little deeper behind the scenes, highlighting the work of a supportive 'suit' or super-slick patterncutter?

In the decade since I graduated via GFW, has grown exponentially, particularly with the increasing professionalism of graduates, the advent of digital and six years-worth of River Island sponsorship. Certainly, River Island has seemingly benefitted hugely from association, putting its money where its mouth is, using the event as an opportunity to glean the cream of the crop before anyone else gets a look in!

For my money, it's a must-see talent and education showcase, a chance to interact with top notch creative bods competing more and more fiercely to gain a foothold in the industry. A ticketed event, GFW is open to the public.

Better than a stiffy - we're invited to Patty & Hills' birthday dinner

Good friends Patty and Hills, who - to the best of my knowledge - have always seen the leotard as the staple of any stylista's wardrobe, are marking their birthday with a celebratory TV dinner at Faulkners Fish & Chip Restaurant.

I'm still not sold on the crotch region as erogenous zone, but Lady Gaga can't be wrong, so I'm watching them for style notes. No doubt their birthday suits will be spectacular.

Not only is Faulkners slapbang in the middle of my old stomping ground, Kingsland Road, home to the Kingsland Waste Market, it's also a stone's throw from the uber-cool Dalston Superstore, hang-out of fashionistas-galore. So, fish, chips and mushy peas, with a spangly cocktail for afters? Sold.

Patternity case

Truffling through the global hyperweb... Checked out Rubbish website, which is pals with Patternity - a London design studio which seems to be inspired by anything from high octane (eg. supermodels) to the mundane (as in this pic of stacked baskets). I just like it.

Miuccia Prada renounces feminism?

Vogue.com today reports that Miuccia Prada has renounced her renowned feminist status, believing that there is no longer such a thing. I can't agree with her entirely, and suspect that she is deliberately sparking debate among the all-too frequently apolitical masses - or the fashion crowd at the very least.

Widely respected for both her intellect and influence on the meta-trends, Prada commented 'When I used to be a feminist, I never dreamed that parameters of female beauty would actually get narrower'. Acutely observed. Women's role models are becoming all-too homogenous; we are increasingly presented with identikit, generationless females whose brainpower is only permitted for use in driving businesswoman/celebrity lifestyles, a la Cheryl Cole or Katie Price.

In striving for women's social, political and economic independence and equality with men, where, and at what point in the last 20 years, did we lose our way? Why are women still valued for their appearance above everything else they are able to offer to society?