Wednesday, May 23, 2012

Digital Fashion Week: first livestream-only event set for October

While almost every major label now streams fashion shows live, the phenomenon looks set to enter a new phase this October when the world's first digital-only fashion week takes place.

Organized by Singapore-based events agency STORM, Digital Fashion Week (DFW) will be streamed solely online, with consumers able to shop their favorite looks off the runway in real time and have them delivered far before they hit stores.

This October will see DFW's debut edition, Digital Fashion Week Singapore, exclusively available for viewing at Following the official launch of the twice-yearly event in Southeast Asia, DFW will proceed to other major cities around the world.

A host of Singapore's homegrown designers as well as international creators will feature in the inaugural edition, where they will present their Spring/Summer 2013 collections -- with the official show schedule to be announced in August 2012.

In addition to runway streaming, there will be catwalk commentaries by key fashion figures, pre-show performances by international artists and an app to provide users with instant fashion show live streaming, films, runway photos, designer information and e-commerce shopping.

"Until now, no digital platform as powerful as DFW has existed  for designers to reach out to people worldwide. We aim to harness technology and creativity to promote homegrown designers in each city to the global audiences by capitalising on the hype generated from the fashion shows," said the event's co-founder Keyis Ng.

The announcement follows the increasing prevalence of online only runway shows, with labels including See by Chloé and ICB (International Concept Brand) favoring fashion production agency KCD's digital platform for virtual catwalk presentations earlier this year.

Also, back in 2011, Condé Nast owned fashion site ran a week-long online fashion event on its blog, featuring exclusive deals such as one-off collection launches and exclusive content including videos of retailers styling their collections.