Louis Vuitton rounded out the fashion week season in Paris this morning with a live-stream show that invited viewers connected via Facebook to record and share their own short video clips.
“Share your favorite moments with your friends,” said the intro from the brand. Accordingly, it allowed users to capture up to three seconds of the show in a small window on the bottom left of the stream they were watching. They could then play it back before agreeing to post it to their Facebook timeline for their friends to also see.
The idea is similar to that launched by Topshop last season, which enabled users to “Shoot the Show”, posting still images to their pages. LV’s idea moves the concept on, while simultaneously tying to the success of apps like Vine that are focused on short, easily shareable videos.
In practice it was a little bit sticky, as well as restrictive in terms of what you could capture – the smaller window mainly showed close-up shots of the collection, and the frame didn’t allow you to snap multiple sections like Vine does. Still, it’s a great leap forward again for the social side of fashion weeks.
LV also invited users to its “Social Room” during the show, a side bar that opened out to reveal a multitude of social media updates from both its own official accounts as well as from guests and publications in attendance.