Peter Som Goes Online
Earlier this month, Peter Som announced that he would not be holding a fall ’13 catwalk show during New York Fashion week. As it turns out, that was only partially true. Som just revealed that he will be presenting his Fall ’13 collection online, rather than live, this season. The show will air at 9:00 a.m. EST on KCD’s outlet, digitalfashionshows.com. But Som isn’t alone. This afternoon, KCD announced that the website, which was launched last year exclusively for industry professionals, will also air shows for Pierre Balmain and Alexander Plokhov. Furthermore, for fist time since the site’s inception, the public will be able to log on and watch the Fall ’13 collections march down the virtual catwalks.
Considering that while a runway show lasts about twelve minutes, the images and video from the show remain in cyberspace, well, forever, it makes sense for some designers to go digital. And it’s no secret that online shows can reach thousands, if not millions, of customers, giving brands more advertising bang for their buck.