A few weeks ago Dutch fashion designers Viktor & Rolf showed their spring and summer 2009 collection exclusively on Internet. At exactly eight o’clock in the morning the fashion show started up, showing their Shalom collection. The name of the collection was based on the one model on the virtual catwalk: Shalom Harlow. Within the fashion world it’s unique to present a collection this way.
Although this is a unique moment for the fashion world, it isn’t for web addicts. Unfortunately everything that could be interactive is missing here. It would have been fantastic if you could move the camera around, watching the catwalk and model from different angles. And also the ability to communicate with other people who are watching the show would have been interesting, exchanging thoughts on the clothing.
But even then… it is an interesting move. The entire website of Viktor & Rolf uses the metaphor of a mansion. By using this they can place online events on their site within certain time periods, which is a great way of marketing.
Watch the entire show: