The Fashion World Embraces Digital

Despite being almost 3,500 miles away, this week I have been enthralled by all the Instagram pics, Viddy videos (my new fav app), and backstage tweets capturing the buzz of New York Fashion Week, giving us non-fashionistas a real glimmer of what it might feel like to be in big apple right now. This year NYFW has really embraced the digital world from the likes of Michael Kors, Marc Jacobs and even Oscar de la Renta.  The most exciting digital infused intiative was perhaps the Google’s Project Glass, which wowed the front row at Diane von Furstenberg’s spring 2013 show, showing that wearable tech can be high fashion. Models at the DVF Spring 2012 show at NYFW strutted down the catwalk sporting the glasses, and beaming back live images from the show to the brand’s Google+ page. The show ended with von Furstenberg walking down the runway wearing the glasses. Designer von Furstenberg wore the glasses to record preparations for the show through her own eyes, and a short film of this footage, DVF Through Glass, will be released on DVF’s Google+ page and Google’s YouTube channel. Smart.

So in what I am calling the most digitalised and social fashion week EVER, here are a selection of my favourite Instagram pics from NYFW:

And if you think that was exciting, London designers promise even more action at their shows, with a whopping 70% of the shows being live streamed.

With Anya Hindmarch and Osman showcasing their fashion diary and live pinning on Pinterest, and Matthew Williamson doing live Q&A’s, Topshop is marching ahead with their partnership with Facebook to make their fashion show experience more inclusive for its legions of fans. Facebook engineers have created a camera button as part of the catwalk livestream where users can click to capture their favourite looks to share online. And for the first time, website users will be able to customise clothes and accessories from the latest Topshop Unique collection as they appear on the catwalk. I am seriously excited by this and am majorly impressed with Topshop’s forward thinking digital attitude.

We all know Burberry have always been extremely keen when it comes to digital expriences, where in previous years they have tweeted pictures of their models before they entered the catwalk and even streamed their shows on their Facebook page and in store, but this year they promise to go one step further and host a virtual show of its spring/summer collection at its new Regent Street space.

Along with all of this, for the first time, shows and events in the Show Schedule booklet for LFW can be downloaded to a smartphone calendar via Aurasma, bringing print to digital life and providing an organisational tool for visitors. Using their mobile device, visitors simply need to download the free Aurasma Lite app and then hold it over the LFW image, at which point it will spring to life with exclusive video content. Really great to see the efforts the British Fashion Council have made not only to embrace social, but mobile as well, finally harnessing technology and creativity to promote British designers to global audiences!

I am so excited to see the fashion world embrace the digital space and cannot wait to see what happens next. In the meantime I have fashion shows to live stream..