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Fashion Week Gets Digital

Fashion Week Gets Digital

As social media continues to saturate mankind’s existence, it’s only natural for fashion designers to follow suit.  Fashion week is undergoing a revolutionary change as live-streaming and social media transforms the once private trade event for press and buyers into a global, easily accessible experience for the people who matter the most-the consumers.

Last September during London Fashion Week, Burberry debuted their “Tweetwalk” giving their followers a chance to see each look before it even hit the runway.  Burberry also streamed the show live in HD via Burberry.com and Facebook.  In addition, items from the show were available for purchase for one week after the show.

This year, we’ll see more designers jumping on the digital band wagon…or digital runway if you will.

Tommy Hilfiger, for example, is live-streaming both the men’s and women’s shows.  The men’s Fall 2012 show, which takes place at 5:30PM today, will stage its own “Twitter Model Walk.”  Also, in an effort to advertise a new shoe line, images will be released on Twitter as they hit the runway.  Followers can hashtag #TommyRunwayShoes to enter a contest to win a free pair of shoes.

The Rebecca Minkoff show, scheduled for today at 3:00PM, will debut her collection on Twitter 30 minutes before the runway show.  The designer is using Instagram and Twitter to to share images from backstage and the full show will be streaming live on YouTube.

Not to be digitally out-done, Diane von Furstenberg is teaming up with Viddy, an iPhone app that allows users to share videos with viewers all over the world.  DVF’s not sharing photos, she’s sharing 15 to 30 second videos of the Fall 2012 looks.  Top that!  Oh, I’m sure someone will…

Here’s a wild thought: Keep in mind the Grammy’s, the Emmy’s, the MTV VMA’s and other awards shows.  What drives viewership?  It’s definitely not the boring “thank yous” and speeches; it’s the red carpet outfits, the stars and the performances.  What does fashion week have that an awards show doesn’t?  We’re thinking it’s only a matter of time before the next innovator taps into their star power and goes prime time.

Sound crazy?  You never know…