NEW YORK — Imagine a world where runway shows take a back seat during fashion week.
It’s happening. And fast. The same-ole-same-ole format of models loping, strutting or moping down a runway is rapidly being supplanted by a series of splashy digital-focused programs rolling out in the weeks and days leading up to a show (as well as during and immediately after). This — coupled with largely consumer-facing initiatives — is the new norm.
There is social media activity on every platform — from Snapchat and Instagram to Facebook, YouTube and Twitter; influencers in the front row; influencers moonlighting as models walking down runways in some designers’ shows; virtual reality tie-ins; drones; apps built expressly for fashion week to facilitate e-commerce; photo booths; in-store activations, and sometimes even other retailers involved.
Which means that if a designer relies solely on the runway to fuel digital chatter, they need to think again. The fashion show is becoming a vehicle to reinforce everything else, with consumers invited to participate, share on their own social channels and even immediately buy the items they see on the runway if they wish.
It’s become the only way to stand out in the cacophony of shows and presentations taking place during New York Fashion Week through Feb.
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