The French fashion house’s choice to debut its Pre-Fall designs in Seoul will begin a series of activations, on which the country’s government and a series of high-end brands have partnered to promote South Korea. Notably, the show will mark the first time that Seoul’s Jamsugyo Bridge has served as the backdrop for a fashion show. The runway will take place after sunset on the Jamsugyo Bridge, peering out over the Hangang River, and Dong-hyuk will play a role in overseeing the show’s scenography. Last year, Rebecca Minkoff introduced VR technology for a 360 degree-view of its runway show.Earlier this week, it was revealed that Squid Gamedirector, Hwang Dong-hyuk is on board as a creative advisor for Louis Vuitton’s Pre-Fall 2023 show in Seoul, South Korea. It certainly succeeded in creating a stir, but whether it will result in any real long-term gain remains to be seen.Ĭreating a seamless experience across all channelsĪs well as allowing consumers to access new-season collections, many brands are using technology to create a seamless experience from catwalk to purchase. But while fans were able to watch a live stream online, I imagine it must have felt like being on the outside of a party you haven’t been invited to. It was arguably the most Instagram-worthy moment of the entire week, and a world away from the traditional catwalk set-up. To celebrate his see-now, buy-now collection, Tommy Hilfiger threw #TommyNow – a funfair popup complete with ferris wheels, hotdogs and celebrity guests. Some suggest that a focus on the ‘experience’ is beginning to overshadow the clothes themselves. While Fashion Week was once a chance for press to preview collections, digital media has turned it into a full-on content marketing opportunity.įrom who is sitting in the front row to what’s being shown on the runway itself, consumers can directly find out what’s going on from social media and online news sources.īut despite the buzz occurring online, brands were struggling to capitalise on it.īy making runway collections shoppable, everyone can get involved in all aspects of the runway experience, taking away the frustration of waiting months to buy. ![]() So why are designers so intent on creating this sense of immediacy? Likewise, high street favourite Topshop has also decided to make items from its latest ‘Unique’ collection immediately available. Last February, Burberry, a brand always at the cutting edge of digital and social media, announced it will be doing the same at London Fashion Week. ![]() In a bid to make Fashion Week more consumer-focused, retailers are beginning to cotton on to the ‘see-now, buy-now’ trend – selling clothes and accessories immediately after a runway show.ĭuring this year’s New York Fashion Week, the likes of Ralph Lauren, Rebecca Minkoff and Tom Ford all embraced the concept, making specific items available to buy both online and in a select amount of stores. Making shows shoppableĬonsumers used to have to wait approximately six months before the designs showcased during Fashion Week made their way into stores.īy the time they did arrive, cheaper copycat versions would have been selling like hotcakes on the high street, meaning less interest and fewer sales for designers. EMEA/USA: +44 (0)20 7970 4322 | email: Menuįrom New York to London, here’s how brands have been making new-season collections more accessible than ever before.
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