From TikTok to ‘extended reality': Designers tap into tech at New York fashion week
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From TikTok to 'extended reality': Designers tap into tech at New York way calendar week
For designer Rebecca Minkoff'southward testify, viewers tin can use their phones to really zoom in on the clothes' details – an option rarely available even for those who get front-row seats in existent life.
Models pose during the Rebecca Minkoff Leap 2022 presentation at Spring Studios during New York Style Calendar week: The Shows (NYFW) on February sixteen, 2022 in New York Metropolis. (Photo: AFP)
Rebecca Minkoff is ane of few designers to present her drove at New York's Fashion Calendar week in person – only she's besides betting on the power of streaming, using innovative technology to immerse online viewers in her work.
Just like at final fall'southward edition of Fashion Calendar week, this bound'south collections will be presented nigh exclusively online due to the Covid-19 pandemic – and many of the major designers have opted out altogether.
The exceptions include Jason Wu, who held a show for 25 people on Lord's day (Feb 14), and Minkoff, who invited 100 people to a studio in Soho to view her latest drove on Tuesday with mask-wearing and social distancing required.
Thousands more watched on Instagram and TikTok, and on Th her show volition be available on Style Week's official website.
The New York designer volition too nowadays the collection on Yahoo on Midweek, using extended reality technology to offer a 360-degree evidence in collaboration with Yahoo Ryot Lab and Verizon Media's 5G content studio.
Using a cell phone, viewers will be able to focus in on pieces from all angles to go a sense of the details – an option rarely available fifty-fifty from a show'south coveted front end-row seats.
"Immersive content really helps to contextualise a collection and allows the consumer to get up close with the designer and the garments without stepping into a store," Minkoff told the trade outlet Women's Wear Daily.
But many people concord that nothing can supersede seeing a collection in person.
"It's a lot more heady in person – yous tin can feel the temper and you tin meet the fabrics better, in that location'south music. At home, in YouTube, it doesn't accept the same vibe," Russian model and blogger Karina Bik told AFP afterwards the testify, which featured leather shorts and summery maxi dresses in animal prints, and of form matching masks.
Esther Santer, a thirty-twelvemonth-old fashion blogger, told AFP the experience is "100 per cent dissimilar" online: "You lose the energy, the magic of it all and the social experience."
"At the end of the day in that location's null like seeing how a garment moves, how information technology's styled, how it looks like in person," Santer said, praising Minkoff for putting on a alive show.
"It was great to get out and take a gustatory modality of Manner Week because I know nosotros all miss it."
(Source: AFP)
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