Style.com

April 19 2014

styledotcom A real-life lodging that puts 'The Grand Budapest Hotel' to shame: stylem.ag/1hUXjLj

Subscribe to Style Magazine

Erin Fetherston Swaps Paper For Flash

-------

Fashion week times, they are a-changin’. Yesterday we found out that the Bryant Park tents will be moving to Lincoln Center Plaza next season. And today, Erin Fetherston reveals to Style.com that she’s dispensing once and for all with that twentieth-century fashion show relic, the hard-copy invite. In lieu of that whole printer-to-post office quagmire, Fetherston will be asking for RSVPs via an online invitation featuring music and a Flash animation where her signature Fall 2009 print literally comes to life, courtesy of multimedia company Coreaudiovisual. (Click here to take a look.) “Every season, we’ve mailed out invitations to tons of people,” Fetherston explains. “Skipping that process is greener, easier, and helps us reserve our resources so we can invest more in the actual show.” And the online version offers aesthetic opportunities unmatched by stationery. “You can work with elements like sound and movement,” she says. “It’s been a tradition that every season I reference a key print from the upcoming collection in my invitation, and I was really attracted to the idea that with Flash, I could take a print and set it in motion.” She adds, “We do everything else online, so why not this?”

USER COMMENTS Comments