“If brands are going to show in a purely digital form they need to have the option for their fans to buy straight away – the six months lag before clothes are available doesn’t make sense to shoppers.” Several things need to be addressed before this happens on a larger scale, however. “So much fashion is bought online, without physical cloth being touched, it’s hardly revolutionary to suggest it is shown or debuted online also.” Stoppard believes the drive towards online correlates directly with the way we shop. Instagram makes everything truly accessible. The velvet rope has been pulled away from fashion. “The current system also fetishizes four cities – Paris, New York, Milan, London – which doesn’t fit with the global fashion landscape.” It’s a salient point during the SS16 fashion month alone, there are 439 shows and presentations (and that’s not including the emerging fashion hubs like Copenhagen, Sydney, Stockholm etc.) “Journalists and buyers now spend practically their whole year trekking around the world what with the rise of cruise/resort shows.” “I think everyone in fashion can acknowledge that the current fashion show set up isn’t sustainable, or conducive to creativity” says Lou Stoppard, the editor of SHOWStudio, photographer Nick Knight’s fashion film website. Stella McCartney's Instashoot in Korea in May 2015. It definitely seems part of the cultural zeitgeist this season!” It’s evergreen content and my virtual shop window. Reviews of the concept are thin on the ground (perhaps more so than if she had parlayed her collection in the typical format) but Jordan says “it has been really positively received. In collaboration with PR team KCD’s Digital Fashion Shows platform, British designer Zoe Jordan streamed her show online, on September 10th. Nonoo is one of the industry’s savviest young designers, but she’s not the only one to apply digital tactics to the runway concept. ![]() ![]() ![]() Not a huge amount but many will have undoubtedly unfollowed the account once the show finished.) (At the time of writing, the handle had a little over 3,000 followers. “But with digital, there are so many new opportunities that do not have any geographical limitations, timing conflicts or seating restrictions. “The runway has worked for decades and I think it continues to work very well for certain designers” says Nonoo. On September 12th during New York Fashion Week, Nonoo became the first designer to present her collection exclusively on Instagram, under the specially created handle With the sideways scroll function forming a miniature runway, for this show, everyone could sit on the FROW.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |