The Digital Fashion Shows initiative launched by PR agency KCD in 2012 as an invite-only online catwalk series for press and buyers, will be open to the public for the first time this season.
Kickstarting for autumn/winter 2013/14 during New York Fashion Week, the virtual runway shows aim to provide fans with the same “front row experience” as industry insiders. A slicker version than live-streamed affairs, however, they incorporate a pre-recorded catwalk presentation, high res images ready for download, detailed notes about the collection, and even beauty shots.
“The log-in response from non-invitees was tremendous and as it continued to grow with each digital show it became necessary to respond to our client’s request to open the platform’s doors wider for greater exposure,” said Rachna Shah, KCD’s digital managing director.
Accordingly, the now open nature of the platform will also enable users to share each show via email and social media for the first time this season, as well as invite friends to watch.
Designers Peter Som and Pierre Balmain have already announced participation, hosting their runways on the site on Wednesday, February 13 at 9am EST, and Friday, February 8 at 9am EST, respectively.
Som said: “The eye goes through an added process designing for the digital runway. You see the looks more dimensionally and more cinematically which is an inspiring new challenge.” He explained that the format will provide “an opportunity to try out a new platform that can reach a lot of people. The show will tap right into the digital and online presence of my brand and it will allow me to try something new creatively.” It is being shot at Made at Milk in New York and wil feature eight models.
Pierre Balmain meanwhile is using DFS for the second season, previously with a show recorded in Beijing, this time in Paris. Menswear brand Alexander Plokhov will also show on the site on Saturday, February 9 at 10am EST. Further announcements will follow for Paris.