High fashion is well on it’s way to being a 2.0 enterprise. The next major fashion label to jump on the streaming of the fall 2010 runway shows? Today, Gucci announced that FW 2010 Women’s collection will be streaming live, accessible through links on both the Gucci Facebook page and through the events section of the popular Gucci iPhone Application. It doesn’t stop there. There will also be an interactive comments section for viewers to engage with one another and, perhaps most interestingly, “running text describing many of the looks in more detail, models names and interesting facts on iconic references.” Viewers will have the chance to choose from four angles from which to view the collection, offering a unique opportunity for fashion lovers to decide how they wish to see the collection.
Much has been said about this year’s fashion show webcasts. Top brands including Calvin Klein, Ports 1961, Alexander Wang, and Michael Kors, to name a few, all live streamed their shows this season during New York Fashion Week. Proponents of the live stream applaud its ability to make each viewer at home feel as though they are sitting in the front row. But can you really see the detail; the texture of the clothing, the hue of the fabric, but viewing the show on a home computer? Answer: No.
Sadly, for the fashion-obsessed masses there is nothing quite as magical as viewing a collection in person. However the interactivity of the webcast, which seems to be relatively unique to what Gucci has announced today, has something to offer. Engaging with the clothing, being able to communicate, in real time, one’s thoughts about the collection, about the models, and even more importantly, being able to have what feels like insider information into the story behind the clothes, is invaluable.
The Gucci Show will air live on Saturday 27th of February through their Facebook page and iPhone application.