The Future of Fashion Weeks
It’s an ongoing question, but lately the future of fashion weeks appears to be tied to technology. With the advent of Twitter, Facebook, live streamed videos and 3-D avatars, it has become quite clear. And during New York Fashion Week, legendary fashion photographer Nick Knight will push the paradigm shift.
Knight will digitally present Alexander Wang and Rodarte collections on his groundbreaking SHOWstudio website in an initiative supported by Mercedes-Benz. Wang's show will take place on February 13 at 5:00 pm EST and Rodarte will present its Fall collection on February 16 at 12:00 pm EST.
“I see the future of fashion weeks around the world as not only a physical schedule of shows, but also as a calendar of fashion experiences online, which bridge the industry and consumer experience," said Knight in a prepared statement. "When the industry talks about the 'future of fashion weeks' this is ultimately where they will arrive.”
Knight is known for his high fashion photography and innovative SHOWstudio website, which continually pushes the boundaries of fashion and technology. The cutting edge Director of SHOWstudio is a leader in creating fashion video content. In addition, photo shoots are streamed live from the London-based studio on an ongoing basis. Knight has collaborated with many influential fashion designers such as Gareth Pugh, Maison Martin Margiela, Commme des Garcons and John Galliano. Most notably, Knight collaborated with the late Alexander McQueen on his mind blowing “Plato's Atlantis” Spring runway show which was a full-on digital production. The show was recorded and live streamed on the SHOWstudio website last October.
The merging of the digital world and fashion is a growing trend. Last Fall, Burberry live streamed the Spring 2010 Burberry Prorsum show in London followed by Prada and Emporio Armani who presented their Fall menswear collections digitally from Milan in January. This season Burberry has upped the ante with a 3-D follow up extravaganza. The iconic British design house will be live streaming its London catwalk presentation to Tokyo, Paris, Dubai and New York as VIP viewers virtually experience the show in customized screening spaces.
The Rodarte and Alexander Wang fashion shows will be viewable live on SHOWstudio.com as well as online following the presentations. Mercedes-Benz, along with IMG Fashion, organizer of Mercedes-Benz Fashion Week, plans to promote the digital experiences on their calendars and via the web. "The fashion world is transforming," said Lisa Holladay, manager brand experience marketing for Mercedes-Benz USA in a prepared statement. Alexander Wang and Rodarte are innovative designers and supporting them within this type of digital movement personifies our heritage and the cutting-edge technology that goes into every Mercedes-Benz vehicle," she added.
For more information, visit SHOWstudio.com.
