N HIO FAS EEK W ORT REP
HI-TECH moment Designers are plugging in and putting us all front and centre: shop live off runways, go behind the scenes – no VIP pass required.
TEN YEARS AGO, FASHION EDITORS, stylists and buyers sat runway-side, fervently sketching their must-have looks as the models strutted by. Fast-forward to 2014 and the front row is more like a scene from The Jetsons: a fusion of neoprene, metallics and Silicon Valley. The best part about the hi-tech explosion? The rest of us don’t have to be on the invite list to get involved any more.
Future-thinking designers like Victoria Beckham and Rebecca Minkoff get it. Last month, Beckham teamed up with The Skype Collaboration Project to give fans a rare look inside her label through blog posts, videos and Twitter Q&As (register for coming sessions at collaboration.skype.com). In the lead-up to her show, Minkoff gave followers
THE FASH FOLK YOU SHOULD BE FOLLOWING Giovanna Battaglia @bat_gio – best-dressed fashion editor dating Carine Roitfeld’s son. Miroslava Duma @miraduma – street-style pro and digital guru at Russia’s Net-a-Porter, buro247.ru. Coco Rocha @cocorocha – social-media savvy and currently Canada’s “Model of the Year”. Karlie Kloss @karliekloss – She’s on ‘special request’, so any catwalk she graces is a hot ticket. Bryan Boy @bryanboycom – he’ll be squeezed in ringside next to pal Susie Bubble.
Fashion Week, Marc Jacobs set up his popup Daisy Tweet Shop, where punters could ‘buy’ a signature Daisy scent or accessories in exchange for tweets, FB posts or Insta pics.
HOW CAN YOU GET (FAUX) FRONT ROW?
Fashion week has always been strictly VIP, but thanks to brands staying ahead of the tech curve, the velvet rope has worn down to a thread. High-end e-tailer Moda Operandi lets you pre-order from the runway days afterwards, but this season it’s gone a step further with an on-the-go mobile app (see below). Bloggers were putting in their orders for Proenza Schouler while in the cab to the next show – it’s called #preo-ing and if you’ve got the coin (save hard!), you can do it too. Paris is days away, and pre-orders for Carven, Isabel Marant and Kenzo begin in 3, 2, 1…
a visual diary of her experiences and a sneakpreview of designs over video-sharing app Keek.
Sass & Bide are pioneering click-to-buy technology with their latest campaign. Go to freetown.sassandbide.com for a 360-degree tour of their latest ad – you can steal the bohemian-glam clothes straight off Brazilian model Aline Weber’s back. During New York shoptilyoudrop.com.au f
IPHONE 5 CASE, $70, Lanvin from matchesfashion.com. M’o by Moda Operandi app, free, from apple. com/au/itunes.
TEXT: LAURA COLLINS. WIREIMAGE.
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