posted by Rio Ali (Editorial Assistant – BT Vision)
There’s no denying that the digital revolution has rapidly changed the face of many an industry. Music, and the entertainment sector in general, has intrinsically transformed its landscape to meet the needs of its receptors. Fashion seemed to be the only remaining industry to refrain from cyber activity, clinging onto its conventional roots.
However times are a-changing and last season, the fashion pack appeared to finally fully embrace the digital age. The likes of Emporio Armani and Dolce and Gabbana introduced the concept of live streaming their catwalk shows via their own websites, and this season everyone from seasoned powerhouses Marc Jacobs and Calvin Klein to up-and-comers Alexander Wang and Rodarte are following suit. Now the British Fashion Council is announcing London Fashion Week’s very first digital schedule and British heavyweight, Burberry, has decided to stream its ever-spectacular show in 3D to screens at parties in New York, Paris, Dubai, Tokyo and Los Angeles.
For us mere mortals, these new technological developments are amazing. No longer will I have to hustle my way into Somerset House, struggling to catch even a glimpse of Christopher Kane or Marios Schwab’s latest offerings. (That’s assuming I even get in). This week, laptop poised and in the comfort of my own bedroom, I will be studying and scrutinising every sartorial detail with crystal-clear viewing pleasure.
This bold move to open up the shows to a global audience speaks volumes about designers’ shift of perceptions. But what of fashion veterans, accustomed to being the influential forces of the industry? Unsurprisingly, members of the inner sanctum were less than impressed to see Tavi Gevinson blogging away on the front row of every major fashion show last season. The mere presence, and sheer significance, of the teeny tiny blogger – and other online stalwarts such as Susie Bubble and Bryan Boy – only reinforces the notion that designers are looking to other outlets to filter their message to the masses. Could it be that the high priestess of couture, Anna Wintour, is being usurped by a 13-year-old schoolgirl with a penchant for huge headwear?
Nonetheless, online streaming – and its ramifications – may be a step too far for some members of the old school. Such technology changes the very nature of Fashion Week as we know and love it, threatening the necessity to attend the shows in person. This would certainly be welcome news to the finance directors of every major, and minor, fashion house, business or publication, but the truth is, watching the shows from an open-plan office space, some of the lustre will be lost for good. According to The Sartorialist, Scott Schuman, the eventual effects of online live streaming will lead to the doors of Bryant Park and beyond being opened to the general public. The snap-happy serial voyeur predicts that it’s only a matter of time before designers start to see this as a way of increasing profit. The other possibility, however, is that runway shows may ultimately be scrapped altogether, especially as designers are always banging on about them representing their biggest expense.
Personally, I hope this is just fashion folklore. Although I love the fact that I can now instantaneously access the latest collections with the click of a button, I also relish the idea of attending an awe-inspiring and ground-breaking show in the flesh. Thanks to designers like the late, great Alexander McQueen, couture on the catwalk could never be obsolete or irrelevant, even in the light of the astounding technological innovations taking place.