Technology Leads The Fashion Industry, And Low Will Never Happen Again.

In the past, fashion directors such as Suzy Menkes usually sit in the first row of the show, but now everyone can participate in the reviews - as long as they own a smart phone. "Fashion should belong to everyone, especially in this kind of fashion. Globalization The world, "Suzy Menkes, who has written for almost more than 70 years in the industry, is accustomed to such a reality." of course, it seems very difficult for people like me to be professionals. Anyone can write blogs and have their own opinions, but in the traditional sense, we all pursue "the opinions of scholars or experienced people".

In September 7th, almost all people were anxiously searching for cell phone signals in the Diane von Furstenberg (Spring) show in New York's Studios, which had a huge landing window. "Fashion and technology," fashion designer DVF said in a background interview, "you can see in the fashion week, everywhere are network and technology." She also sharply pointed out, "in a few years, people will go to the Internet."

A thorough "online show" will not happen very soon, but under the stimulation of these social media, fashion week is becoming more and more noisy. These noises can attract more praise from ordinary people and are more suitable for spreading on Instagram, but they are far away from the fashion week. For a long time, the four fashion week in the two quarter of a year is a small-scale industry activity of buyers and fashion editors. Now the invasion of live and other technical means has turned it into a consumer oriented cultural phenomenon, noisy and restless.

Live show is becoming more and more popular. Tom Ford, a fashion designer, was once photographed against the show and worried about leaking out. But from this season, his show began to live. In an interview with Style.com, a media group in Kangtai's Cond Nast, he even said, "Instagram is more influential than magazine interviews and reviews." Prabal Gurung, Donna Karan, Marc Jacobs and the newly departed Oscar de la Renta started earlier. Show ground Live broadcast. "Live broadcast is a common practice in sports events. Why can't it be used in fashion week?" Rachel Arthur, the world's top editor of fashion trend forecast WGSN, thinks this is the general trend. "London Fashion Week this season more than 90% of the show is live, and last season is 80%."

At first, the show began to broadcast live, and now the fashion week is changing. In Arthur, this season, in New York fashion week, no matter the multimedia show Gareth Pugh and Lexus, or the Opening Ceremony stage play, are combined with the consumer experience more, of course, they have also become the maker of the topic on the Instagram.

Style.com editor in chief Dirk Standen also appeared on the show of DVF that day. He thought, "today's designers can quickly become famous in the world in an unimaginable way. Fashion has become a form of entertainment, just like Hollywood. " Now Apple Corp's Angela Ahrendts has been the CEO of Burberry. There is a similar saying: "we are no longer in the fashion industry, but in the entertainment industry." About more than 10 years ago, Style.com would be able to release photos within 24 hours after the fashion show, and now people may not even be able to wait for 1 hours. J.Crew will even choose to make active users on some Instagram advanced fields, and all of them have already spread on the Internet before they arrive.

It is not surprising that once we look at it from the perspective of entertainment industry. Rebecca Minkoff before the beginning of this season, some photos were sent on Instagram, one is indigo blue, the other is printing, which makes people choose which is better. Arthur thought, "this is not complicated, but it makes people feel involved." Fendi even used drones, though it seems that it has nothing to do with fashion, but people are constantly talking about it. You may also notice that the smart fabric of Rauph Lauren's new season's clothing is equipped with sensors, colors and materials can change with the change of external sound and photoelectric, but the Polo Rauph Lauren show is obviously more talked about. It rented a lake at Central Park in New York, and built a 18 meter high water wall to display some 4D images, like Michael Jackson's Moonlight stroll a few years ago. Although the costume looks blurred, it doesn't seem to matter. At the end of the day, Ralph Lauren appeared like a ghost and disappeared in the water curtain. This dazzling video hits nearly 70 thousand of YouTube.

Suzy Menkes, who witnessed all this, believes that these brands no longer need to wait for word to spread, but quickly reveal themselves to the world. Before joining the Vogue magazine, she worked in the International Herald Tribune for decades. When it was important, she was almost absent from the show. This means that sometimes it is necessary to write about 6 brands of fashion reviews one day, and even start writing at the scene. "We assume that a show costs US $750 thousand, and if we finally get 750 thousand tweets or pictures on Instagram, that's very wise. For these new designers, the participation of Instagram generation consumers has become very important. "

Not only is the brand, but fashion week itself also wants to enhance its sense of existence in the contest. Technology has become the means to create differences. NET-A-PORTER founder Natalie Massenet recently said he hoped London would become "the most technologically fashionable capital city". 78% invited by the British Fashion Association before the London Fashion Week, the invites said they would send tweets, eventually with 300 thousand tweets and 100 thousand Instagram photos with London Fashion Week as labels.

This first time the eagerness of watching shows and showing them also spread. consumption Level. The traditional fashion cycle has to wait for 4 to 6 months before the product can reach the shelf. Now people want to get the clothes on the T platform faster. There is no doubt that this instant acquired mentality is cultivated by e-commerce. Moda Operandi, a website that can dress up the show in time, has increased rapidly over the past few years. The fast fashion brand Topshop has gone to the extreme. In this year's London Fashion Week, people can buy 6 costumes and accessories on the T platform in the store on the day of the show. "Topshop blurred the difference between seasons and made consumption" cross season ", Arthur commented." it needs no buyers, but many other brands are not so flexible. "