Reuters top ten news stories delivered to your inbox each day.
You are here:
Business & Finance
The Great Debate
Do More With Reuters
Make Reuters My Homepage
Support (Customer Zone)
About Thomson Reuters
Technology in starring role at NY Fashion Week
Fri Sep 18, 2009 2:30pm EDT
Email | Print |
| Reprints | Single Page
By Jan Paschal and Martinne Geller
NEW YORK (Reuters) - The Internet and advances in technology are transforming fashion, making it easier for designers to create collections and less expensive for them to show and sell their work, experts say.
Instead of spending tens of thousands of dollars on a runway show at New York Fashion Week, some designers presented collections for spring and summer 2010 online, while others are expanding the reach of their brand by making it easier for shoppers to buy their clothes online.
Designer Norma Kamali and Polo Ralph Lauren Corp's Rugby brand both have applications for Apple Inc's iPhone that allows shoppers to buy clothes from their phone.
"This is the technology that's changing our lives," said Kamali, who displayed her spring and summer 2010 collection as well as exclusive lines for eBay Inc and Walmart.com at the Apple store in Manhattan's Soho neighborhood.
Kamali's iPhone application has a "Try Before You Buy" option, which allows clothes to be sent overnight to a customer, who provides her credit card information, so she can try them on at home before committing to buy.
Menswear designer Miguel Antoinne and womenswear designer Marc Bouwer both put on virtual fashion shows, while models at Vivienne Tam's show carried gold "digital clutches" -- a Hewlett-Packard Co netbook adorned with a Tam design.
Mazdack Rassi, co-founder and creative director of Milk Studios, a hip downtown space that showed about 70 collections during New York Fashion Week, said he hopes to broaden the reach of Fashion Week and was considering projecting shows on the side of a building so people at a nearby park could watch.
"It goes back to opening it up to the consumer," Rassi said during a panel discussion on the future of fashion. "That can only be done through technology."
With cable television and the Internet, designers know that their shows can be seen by many more people than just the buyers, editors and media who attend, and in some cases, they are designing accordingly.
"Back in the day, shows were squarely aimed at editors and buyers mostly," said Lazaro Hernandez, half of the duo behind the label Proenza Schouler. "Now, when you do a show, you think about the fact that everyone's going to see it on the Internet the next day. It's become much more democratic."
That democracy goes both ways, according to Humberto Leon, co-founder of retailer Opening Ceremony.
"The Internet has really challenged buyers because now information is everywhere ... it's really challenged buyers to buy well," Leon said, noting that e-mail has given Opening Ceremony better access to new designers.
Designers, including those behind Proenza Schouler, are finding that technology can also help the actual design work by allowing artists to explore new ideas and processes.
But Simon Collins, the dean of fashion at Parsons The New School for Design, said even though technology is helpful, there is still no substitute for talent and hard work. Continued...
View article on single page
Designer Capucci's "sculptures" displayed at castle
Also On Reuters
Video: IPOs are back in full swing next week
Blog: Dim view of media? Try more transparency
Video: Macallan Single Malt at $15,000 a bottle
More Technology News
FCC to unveil open Internet rules
Google says Apple rejected voice app for iPhone
Psychiatrists call for action on anorexia sites
Lobby calls for EU scrutiny of Google book deal
Skype founders file new lawsuit vs Volpi, Index
More Technology News...
Shirtmaker designs tie for your iPod
A selection of our best photos from the past 24 hours. Slideshow
Most Popular on Reuters
Ahmadinejad says Holocaust a lie, Israel has no future | Video
Study links 45,000 U.S. deaths to lack of insurance
"Option" mortgages to explode, officials warn
Conservative Christians assail Obama agenda
China's "cancer villages" bear witness to economic boom
First U.S. H1N1 vaccines will be nasal spray: CDC
Silicon Valley warning: Detroit still doesn't get it
Ahmadinejad: Detained U.S. hikers deserved punishment
Citigroup CEO says $100 million annual pay is too much
Iran president says Holocaust "pretext" to form Israel
Most Popular Articles RSS Feed
Eye-tooth restores sight
Turkish man declared world's tallest
Merkel's challenge to retain power
Yale lab tech charged with murder
Sweet smell of Tel Aviv centenary
Namibian seal clubbing video shown
Obama resets missile defense
Obama shifts gears
Incest case stirs Australian horror
Ahmadinejad calls Holocaust a "lie"
Most Popular Videos RSS Feed
Help and Contact Us |
Advertise With Us |
Journalism Handbook |
Site Index |
Thomson Reuters Corporate:
Professional Products |
Professional Products Support |
About Thomson Reuters |
Latin America |
United Kingdom |
Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests.
NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.