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Digital fashion shows continuing during #NYFW this season

The move for online-only catwalk shows is continuing this fashion week with See by Chloé, ICB and Pierre Balmain all taking to PR agency KCD’s “Digital Fashion Shows” format.

First launched in February, the initiative enables invited press and buyers to view the collections from their computer, iPhone or iPad. Each show has been pre-recorded – See by Chloé in Paris, ICB in Brooklyn, and Pierre Balmain in Beijing.

They include a full catwalk experience, still images of the clothing and accessories with detailed information on each piece, and a complete write-up on the inspiration behind it. There is also beauty coverage from backstage.

“New York now sets the pace for newness between digital and fashion,” said Rachna Shah, managing director of KCD Digital.  “From business-to-business platforms, like Digital Fashions Shows and Fashion GPS, to live-streaming and runway social media applications, the American industry is pushing the digital envelope further and further each season.”

The See by Chloé show was available to view from 9am EST today (as shown in the pictures above). Pierre Balmain will take place at 9am on Monday, September 10, and ICB at 10am on Tuesday, September 11.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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