We’ve got to hand it to Ralph Lauren, they’ve certainly been keeping their game fresh. While other fashion houses languish behind in the new media world, Lauren have been pioneers. There have been “Make Your Own” designs, QR code exploration, and many other ventures which have made simply designing an iPhone app seem pedestrian. That’s why it came as no surprise when it was brought to PSFK’s attention that Lauren by Ralph Lauren would be hosting their first ever online fashion show on their site today. On the runway, models will be sporting the Spring 2010 collection while viewers at home can literally “shop” by selecting and purchasing the styles directly as the models walk the runway.
To keep the experience authentic, the show will also feature commentary from such esteemed fashion editors as Marie Claire’s fashion director Nina Garcia, Harper’s Bazaar’s executive fashion and beauty editor Avril Graham, Cosmopolitan’s fashion director Michelle McCool and O, The Oprah Magazine’s creative director Adam Glassman. After the show, viewers can then seek style advice and tips directly from the editors by utilizing a unique Q+A capability. Regardless of the outcome, this venture is an exciting new project not just for Ralph Lauren, but for online retail in general — and will no doubt be influencing the marketing strategies of other top tier brands to come.
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