Fashion house Oscar de la Renta will live-stream the designer’s runway show online today, Monday at 1 p.m. EST. The designer himself explains why he is taking the show public on the company live-streaming channel.
“Without a doubt, the role of a runway show has changed. In the past, the show was principally for buyers. While they are still a key constituency, we also show for the media. Online media is increasingly influential in fashion. This allows that group and others that can’t attend in person to see things in real time. It’s evolution.”
“A show is the greatest source of brand content that you have, and to be able to share it on such a large scale — it’s really amazing. I think that this is where the real power of the Internet lies, allowing anyone anywhere to interact with your brand, shifting what has traditionally been kept private to the public space. I suppose it’s a bit like adding more seats to the venue.“
The company is active in social media and the corporate Twitter account @OscarPRGirl has more than 7,000 followers. When asked about how social media affects the company and the fashion industry, de la Renta replies:
“The great thing about fashion is that it always looks forward. I would be lying if I said that we understand the complete picture and the long-term effects that social media will have on our company. Right now, we feel strongly that we have to be a part of it. You have to experiment, and our hope is that eventually we will get it right.”
I really like that attitude.
The live-streamed runway show can be viewed here.