Multimedia Fashion Shows
New Fashion Design Collections Make Digital Debuts
New collections are being presented in multimedia format instead of the runway.
Traditionally, fashion designers would use the catwalk to present their new collections, but moving into the digital age, they are incorporating more multimedia elements.
Yves Saint Laurent
In an unprecented move, Yves Saint Laurent chose a different format to showcase its Men's Autumn/Winter 08 collection. Instead of a physical runway (and models) the collection was debuted as a film shown on an LCD screen.
In the video, which can be seen online at YSL.com, one man presents the collection in a visual that consists of three horizontal screens. Paced with techno music, the footage reminds one more of a music video than a fashion show. The sole model is shown in a variety of settings, with close-ups of the clothes appropriately achieving the goals of a traditional fashion show.
YSL also has a video footage for its spring/summer collection called Manifesto. Accompanied by an eerie fusion string sound, the documentary-like clip is complemented by a series of still photographs.
Diane von Furstenberg
Diane von Furstenberg also has new multimedia on her website dvf.com. This multimedia project involves the French writer/painter/photographer François-Marie Banier, and a movie presents the process of the artist at work.
It first begins with Banier photographing the model (Natalia Vodianova), layering paint over black-and-white photos with a huge brush, and then writing essays on the work. A collage of still photographs and short video clips accompany the main movie, providing supplemental information on the project.
Saks Fifth Avenue
Though not a designer, Saks Fifth Avenue is also using video to present its new collection. Going a step further from glossy photographs, the catalog, titled "Fashion in Action" is in a video format. Compared to the individual designers mentioned above, the video catalog (which can be seen at saksfifthavenue.com) is less artistic, focusing more on targeting consumer viewers.
Visitors to the website can click on a strip of thumbnails, each of which presents a different look. One can then play a video, which shows a model moving in front of a grey strip. The camera performs close-ups on the accessories and the model twirls around for a 360 degree view.
Although the intention of Saks was very creative, the videos don't really suit their purpose. The short clip is accompanied by dull lounge music and a narration, but the narrator doesn't go into much detail. Also, the models, who are probably accustomed to photo shoots for still photos, move about too quickly, creating a dizzying sensation and not giving the viewer enough time for a good look.
Chanel
Chanel has an amazing multimedia site at chanel-mobileart.com, featuring the Chanel Contemporary Art Container. This "container" is a mobile exhibition space designed by the famed architect Zaha Hadid and is currently on display in Hong Kong, with later schedules for tours in other cities.
The website has extensive information including photographs from the actual exhibition and a flash-based animation of the items that 20 international contemporary artists created based on the concept of the Chanel quilted bag. (Even the building is based on the iconic Chanel bag!) The site also has profiles of the artists, some of whom are Daniel Buren, Fabrice Hyber and Michael Lin.
