Out of fashion: Designers finding new ways to sell their style
The opening of New York Fashion Week today kicks off a month of
models striding the international catwalks. The loping sashay, the
glamorous turn, the retreating back, impossibly nimble on six-inch
heels: all have become a familiar archetype, a synecdoche for the
fashion industry itself.
But, as the autumn 2012 collections are unveiled, more and more
designers are questioning the format; seeking something new in an age
where digital culture means every image is beamed straight to an
audience at home and cloistered, exclusive runways are no longer the
most practical way of promoting their labels.
"There has been a
massive change," says photographer Nick Knight, founder of
SHOWstudio.com, which live-streams shows as well as interviews and
fashion shoots. "The public are seeing clothes as they are shown, rather
than in magazines three months later. And they want them when they see
them."
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