topshop.com

The beguiling fashion weeks: one of those happenings that the world watches with awe. At least I do. Or used to. There has been such a shift recently! Now the notorious fashion blogger sits alongside the powerful players… ‘frow’ A/W 12? “Bryan Boy” and Largerfeld side by side… Jealous, moi? (Perhaps a weeny little bit…) Fashion weeks are becoming accessible to the lay(wo)man. Even better than that? The lay(wo)man at home. Even in bed if (s)he so fancies.

In 2011 Burberry set the trend by sharing its looks via Twitter before the clothes even hit the runway! Then for the S/S 13 Diane von Furstenberg show, Sergey Brin (top dog at Google) was in the frow... Quoi? Somehow the line between expressing creativity and a marketing window at Fashion Week blurred a long time ago – Mercedez Benz Fashion Week, sponsored by Vodafone and sponsored a little bit more by MasterCard anyone?! Brin and DvF were wearing some terrifically techy ‘Glass by Google’ frames – glasses with a little camera and a monitor in the frame, just incase the world through your smartphone doesn’t look rosy enough. Some of the models were even sent down the runway in them (although DvF didn’t design them..). The footage from the cameras has been turned into a short film that myself and Joe Bloggs can watch from the comfort of our pyjama bottoms in bed. #streetstyle #bedstyle

But this season it’s trusty Topshop that’s going all dot com. (Anybody else remember when Topshop was in a league with New Look, Dorothy Perkins et al??) Their A/W 12 show is going to be projected across topshop.com, YouTube and Google+. Not only that, but supermodel supreme du jour Cara Delevingne (as well as model Jourdan Dunn) will be wearing HD micro-cameras fitted into their outfits, giving lucky me and Joe Bloggs a model’s-eye view of everything show related... right from the first step onto the runway, to the manic outfit change backstage. Now if those fashion horror stories are true, (think periods and no pants. EW) then I’m not particularly positive that I want to see that..!

 Justin Cook, Topshop’s chief marketing officer, (emphasis here on marketing officer…) has gushed that “consumers will...be able to buy the nail polish the models are wearing and click on the clothes to re-colour them and pre-order them. This has the potential for digital wildfire.” Digital wildfire it may well be Justin, but for me it also somewhat ruins fashion week. Shouldn’t the clothes be the central factor? Isn’t part of the appeal and the attraction of the shows that we as the lay observer DON’T have unlimited access? For me the shows are all about DvF’s impressive creations, or Jil Sander’s clean cut lines. I’m not too bothered about how many iPad Minis Cara can count on the frow and frankly I don’t wish to know whether the no pants backstage horror stories are true!

To be honest I’m not really sure where I’m going with this argument, but that’s ok... I don’t think fashion week quite knows where it’s heading either.

(Duh, I'm obviously still going to watch the whole thing... hashtagging away to my hearts desire with the rest of them!)