New York Fashion Week Struts Slowly Into Digital

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By: Tiana Tucker

The New York Mercedes-Benz Fashion Week begins showing its Fall 2013 collections tomorrow. Perhaps you don’t live in New York City or you don’t work in the industry? IMG Fashion announced exciting news that it has partnered with Rightster to bring each of fashion week’s catwalk shows to the web. Shows from designers such as Diane von Furstenberg, Vera Wang, Michael Kors, and countless others will be available via a livestream on both the Mercedes-Benz Fashion Week website and its Facebook page.

This is the first time the entire fashion event will be shown live to the masses. A select number of shows have been streamed on YouTube with New York Fashion Week in the past, including designers such as Nicole Miller, Jason Wu, and a few others. This year YouTube will not be working with New York Fashion Week to livestream the shows as it has done for the past three seasons for a few shows.

These days, the Mercedes-Benz Fashion Week is not the only major production where designers are showing upcoming seasons' collections. For the past couple seasons, a growing number of designers have decided to forgo the traditional Mercedes-Benz Fashion Week and instead produce a prerecorded show to be featured in the Digital Fashion Shows production produced by the fashion public relations and production agency KCD.

Prior to the upcoming Fall 2013 collection releases, KCD’s shows were only streamed live to invite-only members, which were typically fashion industry executives and journalists. The KCD agency announced last month that a few of its Fall 2013 collection shows would be available for livestream to the public for the first time since launching a year ago. Previously, KCD Digital Fashion Shows also included premium features such as a closer look at merchandise, behind-the-scenes content, and other offerings industry professionals cannot get sitting in the crowd at a traditional show. It is unclear whether any of the premium features will be available to the public for this upcoming week's round of shows. The move to open KCD’s Digital Fashion Shows to the public appears to have come in response to pressure from its clients to reach a larger audience. Peter Som, Alexandre Plokhov, and Pierre Balmain have been confirmed by KCD as shows that will be available to the public this season.

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About the Author

Tiana Tucker is an Online Marketing & Communications Assistant at the Danish Institute for Study Abroad in Copenhagen, Denmark. Learn more about her at: about.me/tianatucker.

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