Thursday, February 25, 2010
Backstage at Prada, Mulberry, Just Cavalli, Julien Mcdonald, Richard Nicoll, Topshop fall 2010. Images photographed by Boo George, courtesy of the Love blog
This season we experienced accessibility overload. Shows were streamed live over the internet, journalists twittered as it happened and bloggers posted reviews within minutes of the last walk.
Burberry Prorsum made history by simultaneously preselling outerwear online. A bold step towards closing the gap between the initial desire for a garment and the purchase, which of course, is what great fashion marketing is all about.
This season fashion week was laid out for everyone to watch and dissect; the presentation, communication, selling and intimate backstage moments. Will the availability of such information take away the unobtainable glint of fashion week? And with designers clambering over each other to be the most innovative in this evolving digital revolution, what can we expect of next season?