KCD, the fashion PR powerhouse agency that reps designers from Marc Jacobs and Mulberry to Chloe and Carven, has just announced their plans for Digital Fashion Shows, the newest way for designers to show their collections to press and buyers.
Unlike the ever popular livestream, KCD will post video of a previously recorded show online and invite those who work within the industry to tune in at a specific time on whatever digital device is within reach. Aside from the fashion show itself, the site will offer still looks zoomed in on details, accessories and hair and makeup. Designers will sit for a short video in which they discuss their inspiration and in depth show notes—explaining everything from fabrics used to the brand and color of lipstick on the models—will be downloadable and printable.
Given the insanity of fashion month—especially New York Fashion Week—Digital Fashion Shows is exactly what the industry needs. As KCD President Ed Filipowski said in a release, “We are fashion purists and we believe in the runway show. It is not a replacement for traditional shows, but an additional service for the industry. It will have the same integrity and pureness of the runway experience.”
The project kicks off this season with Prabal Gurung’s first collection for ICB. Like so many real shows, its sponsored by MAC. Filipowski added, “The only thing this doesn’t give you is the glass of champagne. Bring your own.”