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Brief Published: 9 Feb 2012

Digital Fashion Shows


Fashion PR and production agency KCD Worldwide will launch its Digital Fashion Show platform at New York Fashion Week.

Developed in partnership with NY-based digital design agency King & Partners, the service offers industry professionals an alternative to the traditional catwalk show. The digital shows aim to replicate the experience with an easier, cheaper and faster format. Virtual runway footage, interviews with designers and backstage beauty will be available online. The service is free for professionals, but access to the site will be by invitation only.

The Digital Fashion Show builds on past digital innovation within the fashion industry, and aims to ease pressure on journalists and buyers who struggle to attend all the shows they wish to cover. Shows will be launched online at an appointed hour and are accessible via computer, iPad or iPhone. This allows viewers to access information on the go, and creates a democratic experience, where every member of the audience has a front-row seat. After the show, the information will remain online for future reference.

The service premieres with Prabal Gurung’s debut lCB collection for Onward Kashiyama on February 15 2012. KCD will then approach other designers to sign up to the service, costing $150,000 (£95,000) and $300,000 (£189,000).

New York Fashion Week runs from February 9-16 2012.