watchitoo and wear it.

Timo Weiland on Fashism

In line with the Mashable article I posted a link to on Saturday, it seems more and more designers are climbing on board the social media train. Oh yes, woo-woo etc. Yeah, anyway…

Young designers seem to be making the most of all the resources available to them coming up with ever more creative technological uses to reach the vast and growing audience. One of the most used by designer brands big and small has been the art of live streaming.

Whether it’s through uStream, Facebook or any number of available platforms, designers are effectively getting many more bums-on-seats than the catwalk auditorium allows, and they don’t have to put up with actually being in the presence of the great unwashed who they so desperately want to engage with, but would prefer to keep a safe distance from.

A couple of new faces have come up with some unique ways to capture the imagination of the digital audience, as covered by Mashable (yes, Mashable, I love you) a few days ago. Timo Weiland went one further than simply streaming his show – he invited everyone to an online after party. Guests at the real-life party were invited to try on his wares – showcased on the catwalk mere moments (well, hours at least) before, and post pics of themselves in said garments straight to Fashism, the mobile startup co-hosting the event. The Fashism story is a whole other post btw, so i’ll get to that another time, but essentially this means the images were posted to Twitter – ready for all and sundry to give immediate feedback on the looks being modelled.

Althea Harper, finalist in the U.S. season 6 of Project Runway, has taken catwalk interactivity a step further by not only streaming her debut New York show via Watchitoo, but by incorporating live questions from the virtual audience via Twitter and Watchitoo’s chat widget. This meant that at points during the show the online audience actually had a better view of the proceedings because the subject in the spotlight was hidden from the live audience by the technological hardware needed to bring things to life online.

This is much the same kind of interaction we use on the Million Pound Drop Live on Channel 4 to make sure the audience at home feel as though they’re part of the show, and while we’re constantly looking to push the boundaries with how much we can interact with the world outside of the studio, it seems the fashion world is thinking along the same lines. It will be interesting to see how they bring the next level of interaction to life – particualrly during London Fashion Week. We’ve had Facebook events and invitations, live streamed shows, iPad shopping and Foursquare frolics, what’s next? No one’s used Quora yet…

You can read the original article this is based and expanded upon, here.



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