Vanity by The Edge: Pixel Perfect

It’s London Fashion Week Spring/Summer 2015, and mingled with the musky scent of designer perfumes and crisp September breeze is a definite air of change. Socialites and celebrities – the usual suspects, like Olivia Palermo and Alexa Chung – rub shoulders with fashion bloggers like Susie Bubble and Tanya Burr. The rhythmic thumping of dance music that accompanies waif-like models as they strut and stomp down the catwalks is interrupted only by the clicks of cameras and smartphones wielded by rows of well-dressed watchers, ready to tweet and Instagram their top picks.

And this time, the design houses, thus far fashionably late to their own digital party, have embraced the perks afforded by this newfound connectivity. For the first time, 90 per cent of shows are being streamed online, allowing armchair fashionistas in more than 190 countries the world over to covet glimpses of couture brilliance on the runways. Burberry partnered with Twitter to be the first to use the newly launched Twitter “buy” button – fans will be able to purchase perfumes and exclusive nail polishes debuted on the catwalk within a single tweet. Hunter, with the help of real-time video startup Grabyo, will deliver short clips of the show to its Twitter followers, geo-targetted so that they only receive clips of products relevant to their location. And House of Holland is working with dressing room app Metail, allowing its customers to create MeModels, “try” on clothes as they appear on the runways, and pre-order items from the new collection in the right size.

Media: Vanity by The Edge
Published: December 2014

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