NYTimes.com”>The New Times reports that after 10 years of traditional fashion shows, and with the help of the public relations firm KCD Worldwide, designer Peter Som, eschewed his usual coveted first Friday of Fashion Week slot in the tents for a digital show on digitalfashionshows.com..
“For me the idea of doing a digital fashion show broke down the walls of what a traditional show was about, and my customers live online so much that this was an exciting way for me to give them a show,” Som said.
Using three video cameras, Digital Fashion Show allows designers to use far fewer models than they normally would — in Som’s case, 8 as opposed to his usual 30 or so — and eliminate pressure for the perfect walk. As one of the eight went down the runway during filming, for example, a black-and-blue heel slipped off of her foot. But the public will never see that misstep. It could be argued that without tension and excitement, some of the energy that makes a fashion show a special event is lost. But Som believes the benefits, including more room for cinematic effects, outweigh the sacrifices. “It’s a cross between a photo shoot, a music video and a fashion show, so I think it’s more exciting for the viewer,” he said.
The footage from that day was edited down to a six-minute show. “They tell me that’s just about the attention span that people have before they start looking at their iPhones or thinking about their skim lattes,” Som said with a laugh. NYTimes.com