Online-Only Fashion Shows Are Here: KCD Launches www.digitalfashionshows.com
Fashion people love a controversy, but there’s one thing that reporters, market editors, and buyers can agree on: There are too many runway shows. This weekend in Paris, KCD’s Ed Filipowski announced a new initiative created to address the overcrowded fashion week schedules.
The company’s digital arm has teamed up with Tony King & Partners to launch www.digitalfashionshows, a new invitation-only platform that allows fashion professionals to watch pre-taped runway shows on their computers, iPads, and mobile phones. The new Web site will go live on February 15 at 11:30 a.m. with the debut of Prabal Gurung’s first collection for Onward Kashiyama’s ICB.
Your RSVP will get you not only the runway video, but also a short taped interview with Gurung in which he discusses the collection, as well as static pictures (front, back, and detail shots) that you can “favorite” and add notes to. There will also be beauty content, sponsored in part by MAC, in the form of interviews with the hair and makeup artists, and specifics about the products they used. An hour after the show, all of the materials will be downloadable, including the video, which will be embeddable. The content will also be archived on the site, viewable at any time during the season.
From the dawn of the Internet until now, Filipowski argued, “we’ve all been scrambling to reach beyond fashion, to target consumers. We haven’t asked, ‘how can we apply the new technology to what we as an industry need to do?’ That’s the goal of our digital division.” (The digital division was launched in December 2010.)
The cost for designers, said Filipowski, will fall between that of a traditional fashion show and a static presentation. “And it’s not for our clients alone, it’s not proprietary.”
Filipowski said he’s shown it to a handful of top editors to what he described as positive feedback. After attending nearly two full months of pre-fall shows and appointments, it looks like a positive development to this reporter. Still, we’ll always have fashion shows. “Some shows must be seen in person,” he agreed. “This is an option, not an alternative.”