Peter Som On His Digital Show: ‘Why Not Try It?’

Young designers in the fashion industry may not always have it so easy, as Peter Som told us last night, but the 10 CFDA/Vogue Fashion Fund finalists are getting a big boost with the help of Nordstrom.

The retailer hosted a boutique launch featuring merch from the finalists inside its Manhattan concept store, Treasure & Bond, on Tuesday night. Designers and industry peeps like J. Crew‘s Jenna Lyons and DJ Chelsea Leyland all came out to support the finalists and, of course, to buy some goodies before they were all sold out.

“I think the future is so great, I mean, look at Alex Wang going to Balenciaga,” Som said. “I think it’s great that there’s so much support from the Fashion Fund and the CFDA. The talent is there, and it’s a hard industry. I think to give new designers a boost is the right thing to do — it’s our future.”

In addition to selling select goods from this year’s ten talented CFDA/Vogue Fashion Fund finalists and Greg Chait of The Elder Statesman, who won last year’s award, at Treasure & Bond, the merch will also be rolled out next Monday in five Nordstrom locations across the country: Los Angeles, Chicago, Dallas, Seattle, and San Francisco. A full-page ad in Nordstrom’s catalog, as well as targeted emails and a shout-out on the retailer’s blog, The Thread, will also be promoting the finalists and winner.

Back in 2004, Som himself was among the 10 semi-finalists for the first Vogue/CFDA Fashion Fund, so he knows what it’s like to be in those designers’ shoes. He’s done pretty well for himself since, what with his namesake label, a new wedding gown collaboration with Anthropologie, and readying his newly-announced digital show. He’s filming the show all day today, and seemed quite excited for his new venture:

“Well, I’ve been doing shows in the traditional way for a long time, and I was kind of restless and wanted to try something new. KCD had announced they were doing digital fashion shows a few seasons ago, and I thought ‘Why not try it?’ It’s a way to bring a new element of creativity to my show and my online presence is important to me. It’s a fun way to give everyone a front row. It’s like a cross between a photoshoot, a fashion show, and music video almost.”

As cool as a digital show sounds, one of the most exciting parts about a physical show is celeb-spotting in the front row. “Not necessarily,” he refuted. “I feel like everyone has a front row now, not just the editors and actresses. And they can still all see it. It’s what you gain that is so great. I mean, the reach you have for doing a video like this is really exciting.”

Check out pics from the party below, and stay tuned for Som’s digital show next week:

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