Target Presents First Model-Less Multimedia Fashion Show
Category : Women Lifestyle, Women Fashion, Women Business, Women Career, Home Improvement
Target, the megastore that brought Proenza Schouler to the people is expanding its reach this week with the first “model-less” fashion show (that will, of course, be open to the public). Instead of real models or clothing, the retailer will stage the fashion show using holograms — two-dimensional moving images that give the illusion of having three dimensions.
New York’s Grand Central Terminal will serve as the backdrop to a virtual runway presentation, using high-def holograms to showcase clothes and accessories from Isaac Mizrahi, Keanan Duffty, Erin Fetherston, and more. The holograms will be projected on Tuesday and Wednesday, repeated every 10 minutes from noon to midnight the first day and 6 a.m. to 7 p.m. the second day. To widen the audience, Target plans to post a video of the show on YouTube, Facebook and Target’s own Web site.
Without live models, the show began on time and with very little hubbub, both unheard of with the typical runway show. The clothes all fit and there were no hair and makeup mishaps either.
The perfection of it all was the highlight - and the lowlight.
“It’s like those children’s stories when the toys come to life when nobody is looking!” said Fetherston, whose Target collection hits stores on November 18. “I love the idea that the clothes have their own life.” Mizrahi, who was one of the first brave souls to embrace cheap-chic, said he isn’t worried about the clothes losing their liveliness without models to occupy them, quite the opposite, in fact. “If you take the model out of the clothes, it allows a woman to become part of the equation, to picture herself in it instead,” he said. “It actually makes the audience really precious.” It also gives every guest a front row seat.
This marketing strategy, combined with Target’s use of high-profile fashion designers, such as Isaac Mizrahi, to create low-cost apparel lines and housewares specially for the retailer, has given Target an upscale image despite its mass-market approach. The result has been strong growth for the past few years. Still, Mizrahi doesn’t think it spells the end of the traditional fashion show because people, including himself, thrive on the drama that comes with the catwalk.
Powered by hologram innovator Musion Systems Limited, the presentation will employ an illusionary technique that uses Eyeliner(TM) foil to give two dimensional images the illusion of depth. The virtual fashion show was on a loop, replaying for commuters throughout the day and was to be shown again on Wednesday. The installations are recorded, played back and projected in true High Definition giving the holograms unprecedented quality and clarity.
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