In these days of smart phones, social media and a totally wired world, we no longer have to wait months and months for the latest fashion looks.
With major fashion labels like Burberry actually tweeting images of their newest collection live, backstage, before they even reach the catwalk for the viewing of luminaries like Anna Wintour, fashion lovers in the furthermost reaches of the world can be as on-trend as the editors of the top magazines.
In keeping with this digital world, one Singapore company has come up with a brand new way of enjoying the latest fashion ‒ the first live-streaming, online-only fashion week.
Digital Fashion Week (DFW) is the brainchild of Singapore fashionista from STORM Creative Events Agency and co-founder of DFW, Keyis Ng. DFW will be “live streamed solely online, and consumers can shop their favorite looks off the runway in real time and have them delivered in a matter of weeks – way before they hit the stores”.
“Until now, no digital platform as powerful as DFW has existed for designers to reach out to people worldwide,” says Keyis. “We aim to harness technology and creativity to promote home-grown designers in each city to the global audiences by capitalising on the hype generated from the fashion shows. The buzz created will then be directly converted into sales and sync the fashion communication cycle with its retail cycle.”
Debuting in October, 2012, DFW will be exclusively available for viewing via www.digitalfashionweek.com for the Spring Summer 2013 season. There will be two events per year and the shows will feature some of Singapore’s biggest fashion labels. The first show will also highlight a special appearance by an international guest designer.
On top of the actual runway shows ‒ which will come complete with top models, professional styling and music production, just like a “real” show ‒ people will also be able to see backstage clips, designer interviews and videos from various fringe events like parties.
Totally new will be the live runway commentaries by key fashion figures, pre-show performances by internationally renowned artistes and a mobile application to provide users with instant fashion show live streaming, videos, runway photos, designers information and e-commerce shopping facilities.
Alongside DFW there will also be a virtual business-to-business platform, called the DFW Digital Showroom, where international and regional press, buyers and retailers will be able to access collection presentations by the DFW designer via lookbooks and pre-recorded videos available immediately after every fashion show.
“Singapore has grown to be Asia’s most network-ready country with one of the highest mobile penetrations in the world. The age of Digital Fashion is here; it is the perfect timing for the fashion industry to embrace the future of technology, first-hand in Singapore,” says co-founder of DFW, Charina Widjaja.
The complete show schedule, designer and performer lineup plus additional information will be announced in August 2012.
The inaugural Digital Fashion Week Singapore will be held on www.digitalfashionweek.com from October, 2012. Log on to the website to register your interest in “attending” the event.
