American label Badgley Mischka is partnering with enterprise software company SAP to launch a live and interactive app for guests of their upcoming show at New York Fashion Week.
The partnership aims to highlight the evolving relationship between fashion and technology, and how designers rely on the latter to quickly understand and respond to consumer needs.
Available from today (February 9), the app will enable audience members to interact in real-time with the collection, as models walk down the runway. The app will feature details on each look as they come out, with users able to vote whether they ‘like’ or ‘love’ it. All data is relayed live to the designers backstage, and after the show will help inform production and design decisions.
“Fashion is a fast-paced industry — not just during fashion week, but year-round,” said Mark Badgley, co-founder and designer of Badgley Mischka. “Through our work with SAP at New York Fashion Week, we are excited to be receiving real-time insights about our collection from industry insiders and consumers, which will ultimately help us bring these looks to market.”
Following the show on February 13, SAP will host a panel, titled “Demystifying Digital: The Future of Fashion Is Now”, which will discuss how the intersection between fashion and technology will help more effectively reach digitally-connected consumers.
“How brands connect and engage directly with consumers creates the greatest opportunity for business in the 21st century,” said Jen Morgan, executive board member of global customer operations at SAP. “SAP is at the center of helping companies meet this challenge, and we’re thrilled to partner with an iconic brand like Badgley Mischka to showcase how our innovations are shaping the future of retail and connecting businesses, consumers and designers alike.”