“Make this the companion that your assistant’s always been,” said Mazdack Rassi, the founder and Creative Director of Milk and proud parent of MADE’s new fashion week app. He and his crew have one-upped fashion’s livestream movement with an application that works on any Apple accessory and may actually threaten the duties of a fashion assistant—for a few days, at least.
To start, when you walk into Milk, you hook into the photo studio’s new, commercial-grade wi-fi (a relief to anyone who’s tried to use a cell phone inside Milk’s walls). Then Sonic Notify pushes the images to your device via soundwaves, waves that change depending on which room you’re in. If you’re in the 2nd floor gallery for Suno, both a video and still images of each individual look will pop up within three seconds of their debut. If you move to the Pamela Love presentation next door, her entire collection will appear (along with a designer bio and contact information).
Once you’re scrolling through the images, you can share with any social media, take notes on each image and email any of the looks—all within seconds of their hitting the runway. Rassi’s wife is a fashion editor, hence the inspiration behind the application, “”She always used to say, ‘I have to take the call sheet, write down my notes, take an image with my phone, give it to my assistant, he goes back, writes them up and looks up the images.’ So wouldn’t it be amazing to have the images in front of you in real time?”
The best part is you don’t have to be a fashion editor with a front row invite to use MADE’s app: “You can use it in Ohio!,” Rassi promises. If you download the app, you can watch a week’s worth of fashion shows from anywhere with wi-fi and skip the trek to the West Side Highway.