Tech-Savvy:

Forever 21′s Hologram Runway Show

With publications focusing online these days,  it was only a matter of time before the runway show got innovative. Luxury brands such as Ralph Lauren have already embraced live-streaming and Burberry has gone so far as to have runway items immediately available after purchase. But while watching a show on video is a wonderful alternative, it’s nowhere near as satisfying (or accurate) as attending in person.

Perhaps the answer, or next step, can be found in the unlikeliest of places. Forever 21 has held hologram runway shows in L.A. and NYC this fall. Alexander McQueen fans may remember the hauntingly ethereal Kate Moss hologram opening for his Fall/Winter 2006 show. While the Forever 21 runway show was nowhere as beautiful, it does develop the idea.

Produced with space150, the seven minute fashion show was aptly futuristic. Inspiration was drawn from outer space and there were some fun effects such as starbursts.

“Our customers are very digitally savvy,” said Linda Chang, Forever 21′s senior marketing manager. She went on to describe the hologram experience  as “innovative, fun and progressive.”

But while this method might generate buzz for an affordably priced company like Forever 21, the luxury world will obviously have to take other issues into consideration. In that realm, the tactile senses still reign strong. (Editors and buyers can’t say goodbye to fashio month just yet.) Although if online successes like Net-a-Porter.com have sway, there’s likely change already brewing.



Kate Moss Hologram for Alexander McQueen’s Fall/Winter 2006 runway show

All images courtesy of Forever 21

By: Bee-Shyuan Chang

@beeshyuanchang