
Almost all aspects of the fashion industry are already tied to the Internet, and perhaps in the upcoming years, fashion shows—the most essential events through which new clothing styles are presented—may become ancient, as proven by a number of brands now producing online runway presentations.
Rugby, Ralph Lauren’s preppy line for its teenage clientele, presented its holiday collection online last week. The launch was held in a studio wherein models walked on a makeshift runway–and in front of a computer-animated backdrop, making them appear as if they were walking on the streets of New York as well as lovely university campus locations.
The show was estimated to cost $50,000 with the potential of reaching up to millions of online spectators— a winning condition against the typical million-dollar-worth fashion show whose only invited guests include fashion journalists and retailers. continue reading…