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Gen Art-YOOX partnership to take ready-to-wear concept to next level
Oct '08
For emerging designers and the style vultures who love them, Gen Art's annual Fresh Faces in Fashion event is one of the most important shows of New York Fashion Week.

In the past, the program has helped launch some of the biggest names in your closet—Zac Posen, Rebecca Taylor, Phillip Lim, Chaiken, Milly, Twinkle and Sari Gueron—and now thanks to a collaboration with online shopping mecca, those of us who thrive on getting our hands on new designers first will be able to scoop up select looks straight off of this year's runway one day after the show.

Gen Art and have selected JF & Son an adventurous young line known for their modern, feminine designs to sell pieces from their Spring 2009 runway collection (which was inspired by topographical diagrams) online to a worldwide audience.

Thanks to YOOX's revolutionary technology, you'll be able to view streaming video of the catwalk, zoom in for close-ups of looks for sale and then purchase them with the click of a mouse, bringing runway fashion directly to you months before these pieces hit stores.

"It's really exciting to work with an international retailer like YOOX, who is normally associated with more established designers such as Armani and Hussein Chalayan to bring an emerging line to the public," explains Senior Fashion Program Manager Kristen Amato.

"JF & Son is doing something that is very forward for Spring 2009, and we felt it would translate to both a U.S. and European customer."

Gen Art

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