Forget the models and the clothes – we were too busy looking for the latest digital innovations to rock the runway at London Collections: Men. Live streaming runway shows via either a brand’s website or their social media accounts is now accepted, and even expected, as standard – even in the luxury sector. However, few brands are really taking the bull by the horns when it comes to digital.
At the latest menswear shows in London, we kept an eye out for the brands that are getting it right (…or at least trying). Kudos to Alexander McQueen for streaming their show across Periscope, Livestream and Twitter. Elsewhere, brands gave exclusive behind-the-scenes access on Snapchat including Coach, Burberry, Topman, etc. – but this is nothing new. Two designers, however, took a stand (and of course they’re British!) – J.W. Anderson and Christopher Bailey at Burberry.
J.W. Anderson did something unexpected, and streamed the show from the gay dating app Grindr. This has got the fashion-verse talking, with most commenting that the partnership came as a result of the designer’s ‘passion for exploring gender and sexual stereotypes through fashion’. And whilst that may be an element of the cause, we can’t help thinking it’s a convenient PR stunt as well (Dazed backs this theory).
Burberry, meanwhile, made a glistening entrance with an Apple TV app – proving once again that luxury fashion and tech are a match made in heaven. The app streamed the show live, and now features beauty tutorials and performances from Burberry’s favourite musical acts when there’s not a show to watch. One problem – it’s not shoppable. We think that’s the next thing that Apple TV needs to update, and it’s probably not far off.
Watch this space for reviews of upcoming fashion week shows…