Fashion in motion // What’s new in video

Stylish consumers demand a constant stream of imagery, inspiration and absolute newness in a sprawling landscape of digital growth. The fashion industry is under pressure to deliver. We wanna see some hot shit IN MOTION and we wanna see it NOW.

How to pacify the baying bloggers? Upping the fashion ante with live streaming, film campaigns and the growth of video in social media.

No self-respecting armchair critic failed to follow up LFW’s digital invite to the Mulberry show and Burberry and Vuitton have been steaming for seasons now.

Topshop Unique (the most watched show online) teamed up with Google for a real time streaming of their seasonal collection. High def micro-cameras and extra content could be viewed on platforms Google + and YouTube.

Beyond passively FROWING, hanging backstage or working with the design team physically (ughhh, sooo last year), Topshop’s ‘Be the Buyer’ app offered the ultimate interactive input. Consumers use the app to influence pieces Topshop can deliver and ultimately provide data to shape future buying direction.

February also saw the annual release of some great SS13 campaign videos that had more viral potential than digital imagery.

See Lanvin’s humorous campaign for example. Alber Elbaz Skype calls over a video of his own collection: “The perspective is siiicck….I feel like I’m in a dream”. The video allows us to see both sides of a designers vision (glamour AND fun) in a much more accessible way than static image alone.

And finally everyone’s fav new videos sharing app? Vine.

A Twitter-owned app that can share 6 second looped videos on a Twitter or Facebook feed. It spread like a fever over fashion week.

Offering so much more than just models dancing the Harlem Shake; Vine’s been utilised by Oscar De La Renta, Calvin Klein and Dolce & Gabbana amongst others for promo clips, intricate views of craftsmanship, atelier processes and generally to galvanise brand-led buzz.