Trendwatch: Designers open runways to the masses (online viewing reminder)
Monday 05 October 2009
After established design brands such as Burberry and Armani aired live broadcasts of their fashion shows on their websites this season, Paris-based designer Alexander McQueen will take the new 'fashion democracy' to a next level when he debuts his spring/summer collection during Paris Fashion Week on October 6.
By teaming up with photographer Nick Knight, the founder of the London-based SHOWstudio which was also behind the much-discussed video for British enfant terrible Gareth Pugh (shown instead of a runway show last season), McQueen plans to set up robot cameras on- and off-stage to bring the feel of a fashion show to everyone that owns a computer.
He also told Women's Wear Daily that he is planning capsule collections with items straight off the runway that will be available immediately after the show to use the publicity right away instead of having shoppers wait until clothes go on sale at retailers six months later.
McQueen's announcement comes as part of a trend that sees designers increasingly involve the masses instead of focusing on just a select 'high-end' audience.
During the opening of her A Shaded View on Fashion Film festival on September 25 (which also showcased Pugh's video as part of the 40 films series), fashion writer Diane Pernet told Relaxnews: "Runway shows are so last century. The internet has changed the landscape of fashion, you can reach thousands of people in a day."
Talking about the fashion short films competing at the festival, the winner of which will be announced October 8, Pernet added: "It's just such a much more modern way of presenting a collection."
The movement of 'opening up' the fashion world also includes an increasing number of designers creating clothes for 'budget' retailers (Sonia Rykiel even plans to feature her range for H&M at her own stores) or launching pop-up stores around the world to reach a wider public.
McQueen's show is scheduled for 8:30 pm CET on October 6, and the broadcast can be watched online at alexandermcqueen.com.
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