I've been really inspired by this Lauren Moffatt press event recently.
If you're a follower of my Pinterest you may have seen some of these shots already, which were taken by the awesome and highly followable Calivintage. But I wanted to comment here too.
From the little I know and have seen from the fashion world, catwalk/runway shows seem to be the standard way of showing your clothes every season. My impression has always been thatthe shows are about showing how the clothes move and fit, in a way that works for magazine editorials and buyers alike.
But then why are they over so quickly? It always seemed strange to me that more time is spent getting people in and out, doing the mingling and blagging than actually looking at the clothes that the designers have spent months on.
I've seen the likes of Acne do a more static display before, just asking models to walk into tableaus in a room, but what struck me about Lauren Moffatt's show was that the whole set and situation is tied into the look and spirit of the clothes. It must have happened before but it really inspired me to think about other presentation standards: Why is the accepted wisdom on performance or demonstration so accepted? Is there a way to give more value to your audience by doing things differently?
In Lauren Moffatt's case, the show cleverly speaks to the way designers of her level are talked about and shared around the web these days. These images, whilst still highly aspirational, have their qualities displayed in a much more tangible way than the often abstract catwalk would allow. It's meant that mere mortals like me can easily pick up the images, find something to say about them and share them with my own networks.
By redefining the audience and their interaction right from the start, Lauren Moffatt has been able to reach a far wider and more engaged audience than more traditional channels might have allowed.