Google's social networking platform Google Plus and Twitter owned video sharing app Vine took the centrestage at the prestigious London Fashion Week, with everyone including established designers, design houses, and big retailers making most of them.
Vine comes of age within short period of time
Matthew Williamson, a designer renowned for his gorgeous, handcrafted garments, 'Vined' a video and promises to showcase his designs via the app. He tweeted, “Introducing #MatthewMagnified live. Get closer than the front row this Sunday at 6pm https://vine.co/v/brBOwTl0FJm #LFW #FirstVine.”
Rosanna Falconer, working with Matthew is ecstatic over the prospects of the usage of Vine for broadcasting messages. “I love the way it’s such raw footage. Rather than being a final polished campaign image, it’s about what’s going on right now, live from backstage,” says Rosanna.
“We’re trying to give our followers better-than-ever access with a real, up-close quality. In many ways, it’s like a digital version of the go-see, which are the appointments made by press and buyers after the show to view the collection in greater detail. It’s the beadwork, the detail and the craftsmanship of the product right there,” she adds.
It has been only a while when Twitter released its video sharing app, Vine. Dubbed as its answer to Instagram, the photo sharing app that it almost purchased, it has become popular in a short time.
UK retailer partners with Google
Google+ is not far behind and growing leaps and bounds, signalling that it is not the 'ghost town' after all, as joked by its critics. UK retailer Topshop has partnered with Google to roll out a unique, online viewing experience for the viewers.
Titled "The Future of the Fashion Show," the program lets online viewers to watch the show from a number of angles, including that of celebrities in the front rows, make-up artists, and that of the model doing a catwalk on the runway.
The chief marketing officer at Topshop, Justin Cooke, is highly optimistic over the prospects of the app and other services. “The models will become the protagonists. Viewers will search for 'Cara on the runway,' and their content will get propelled around the world," he says.
Google+ has even started a hub where viewers could catch all sorts of happenings, including designer interviews, fashion shows, and other content. Google is also releasing an app titled "Be the Buyer" which lets users to utilize the runaway collections to create masterpieces of their own while using advice from established designers!