There’s a lot to be said for the level of quality our industry is producing over social media these days, and rightly so for a world that prides itself on luxury. Whatever it is – better cameras, bigger teams, more budget – it’s working.
Take a look at some of the content highlights from the most recent round of fashion weeks:
In order: Burberry, Tory Burch, Chloé, Prada and Dolce & Gabbana (as highlighted individually last season), all with beautiful executions across multiple platforms.
In terms of cameras, partnerships with tech companies for Burberry and Tory Burch have undoubtedly helped. The former, as reported at the time, teamed up with Apple (ahead of the news this week of CEO Angela Ahrendt’s move to become Apple’s senior vice president of retail and online stores) to exclusively capture its social media content using the new iPhone 5S iSight camera. This meant incredibly high res images, not to mention benefits including auto image stabilisation, a new ‘burst’ mode that allows users to shoot 10 photos per second, as well as an option for slow-motion.
Tory Burch on the other hand partnered with Sony to shoot its show using the F55 professional 4K camera, resulting in content with four times the resolution of standard high definition video. A detailed view of each and every look was hosted at runway.toryburch.com.
Meanwhile, we’re also seeing those in attendance at the shows sharing higher quality imagery too. Yes there are still blurry runway shots, but better smartphone cameras are of course at the root of this improving. That said, there are two other factors helping this along too:
The first is down to designers increasingly creating scenes for the crowd to want to capture. As Elizabeth Holmes of the WSJ reported: “Designers have a few tricks – falling under the heading ‘Instabait’ – to create moments that even hard-to-impress fashion week veterans can’t help but click and post.” These vary from elaborate set designs and props, to celebrity showcases.
The BoF covered this during the menswear shows in July too, writing: “In recent seasons, it’s become increasingly common for fashion shows to end with a tableau of models, perfectly positioned to be snapped and shared on social media. But at the most recent round of Paris menswear and couture shows, the staging of these instantly sharable moments rose to a whole new level of sophistication.”
A second factor that might begin shaping this lean towards quality all that much further, was hinted at by Tommy Hilfiger this season. As previously covered, it offered up a service that delivered assets – pictures through to collection information – upon request to showgoers over email in real-time. The aim was to “allow the industry to curate and share a new layer of exclusive, customised content on their own digital platforms for their followers during the show”. Doing so however cleverly put Tommy Hilfiger back in charge of the look and feel of its brand in the social space, ensuring its quality was as on-brand as possible throughout.
It might be a week for talking about technology, innovation and where the two cross with fashion thanks to that news from Burberry and Apple, but it’s important to ensure nailing content and quality likewise gets the attention it deserves. Overall the result is undoubtedly a better experience for the consumer so long may it continue. And for once, long may other industries be inspired by just how well (and by that we mean beautifully) ours can do digital.