Remember when the only way to see fashion shows was to actually be there? Long ago are the days when fashion was exclusive to those invited to the actual shows, and the fashion photographers who held the power over the images distributed to the general public.
With the advent of the Internet, fans began to visit the designer’s websites for information and brands began to stream their shows live to the public as they were being showcased. As a result people all over the world could get a glimpse of the fashion world with just one click of the mouse. This past week, Ralph Lauren decided to take things a step further. Lauren’s team put on a show that few could forget at his boutique location on Bond Street in London.
To celebrate his website’s 10-year anniversary, Lauren decided to put on a public show outside the store with a twist: It was in 4-D.
During the night, the latest innovative technology transformed the façade of the store, revealing both a fashion show and video graphics of iconic Ralph Lauren pieces. Using a gigantic green screen, the store front exploded into a live 4-D experience, no glasses needed. Models, Polo players, and iconic items such as the Ricky bag flew into the crowd, giving the public an interactive fashion experience. The final shot displayed the designer waving from the building, ending this new spectacle just like a normal fashion show.
The reportedly multi-million-dollar show gave a new and younger edge to the brand. Through innovation Lauren’s classic preppy designs melted with technology in a way that brought fashion fanatics a new medium to appreciate. If other designers begin to follow Lauren’s marketing model, fashion may in fact reach a new dimension!
-Elizabeth Lafontaine
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