Lady LUX

Stella McCartney hopes to take on big business with a newly expanded website, a personalized second version of her iPad application and a fall advertising campaign, reported WWD.

The iPad app boasts images from the London exhibition, “Linda McCartney, A Life in Photographs,” all individually chosen by McCartney. Users can get a behind-the-scenes peek at the shooting of the ad campaign for the Team GB collection of Olympics-inspired sportswear, and view backstage videos of McCartney’s Fall 2011 Paris show or a short film that details how her dresses were produced for the Metropolitan Museum of Art’s gala in May. The application also offers a chance to check out the coming 2012 resort line.

Released last year, McCartney’s e-commerce site has just expanded to include 28 European countries. The revamped website also will display the new ad campaign, produced by Mert Alas and Marcus Piggott and featuring Natalia Vodianova. Visitors can explore new features such as a “reserve in store” option that permits shoppers to reserve an item online for pick-up at a store or the new private in-store shopping service that customers can book digitally.

Shot in the luxurious gardens of a private home in Oxfordshire, the fall campaign will launch in the September issue of magazines such as British and American Vogue, Harpers Bazaar in the U.S. and Interview.

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