September 17, 2013 — Published by: Steph Bennett
Social and digital media are changing the face of Fashion Week
Are you connected to the internet? If so, you’ve just been given a front row seat to Fashion Weeks around the world. With social and digital media in full force this season, our relationship with the fashion industry is changing. The barriers are down and you no longer have to be a celebrity, designer, photographer, journalist or fashionista to have live access to next season’s collections.
As the Spring/Summer 2014 fashion season began we saw Pinterest create a new form of editorial content to showcase the highlights of from New York, London, Milan and Paris. Shortly after it's launch an email was sent to followers announcing the latest pins, as well as related boards on fashion from fellow pinners, proving that Pinterest is not just a pin board. It is social too.
In New York, the Kenneth Cole hired a team of pro-viners to capture a truly unique, behind the scenes perspective in 6 second bite size clips, which were live-streamed them from their website.
Here in London, while all catwalk shows were live-streamed on YouTube through BritishFashionTV, in a new twist to tradition, Clements Ribeiro chose to launch their new collection exclusively online launch using video to capture the spirit of their Rio inspired retro tropical glamour.
Fashion forward designer, Holly Fulton kept to tradition with a gorgeous collection presented at her catwalk show at Somerset House but also used EBay as a platform to highlight her A/W13 capsule collection to celebrate London Fashion Week. This was a very savvy move to broaden her appeal and promote her brand.
Designers aside, the role of bloggers at Fashion Week internationally, cannot be underestimated. Some 2000 fashion bloggers alone, registered to attend London Fashion Week this season, prompting the British Fashion Council to implement a blogger strategy, which it hopes to apply within the next year. Until then the best blog posts are being captured in their Blog Portal featuring street style and news from the world’s fashion media.
As the lines between digital and physical becoming evermore blurred, how long can the traditional format of Fashion Week be retained? Will catwalk shows become a thing of the past? How will the role of fashion bloggers develop?
However things transpire, the fashion space is definitely one to watch.