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Designers opt to stream catwalk shows at fashion weeks
Feb '13
In this fast paced technology-dominated age, hundreds of fashion designers are using the digital media to showcase their collections. By shunning the regular high-cost incurring runway shows, digital mediums not only give the designers some essential cost-saving benefits but also a fantastic opportunity and freedom to reach a wider as well as younger spectrum of audience.  
By streaming their catwalk shows online at the ongoing New York Fashion Week, many established and up and coming designers, including Lela Rose, Pamela Roland, Prabal Gurung and Bibhu Mohapatra, have given their fans a behind-the-scenes look by taking them through the backstage activities like make-up and fittings.
For the forthcoming London Fashion Week, British high-street retailer TopShop is teaming up with the most popular digital search engine Google to broadcast its shows online.  
The new collaboration called ‘The Future of the Fashion Show’ will offer  live interactive runway contents on all of Google’s platforms such as Google+, YouTube, Hangouts and 3D Google Maps.
In addition to see and share the collections online, the high-tech features of the digital partnership will also allow the viewers to view the pre-rampwalk moment of the models.
With Be the buyer application, the fans will be able to drag and drop contents and create mood boards from the featured fashion and styles at the brand’s catwalk show.

Fibre2fashion News Desk - India

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