Fashion loves a tech stunt. Google Glass at DvF, Fallon’s Samsung Galaxy collaboration, and Burberry’s partnership with Apple are just a few recent examples of sartorial superstars geeking out on gadgets. Just today, the CFDA and Google announced a shop-via-Google-Hangout initiative, where users can simultaneously talk and shop with CFDA designers.
But while these collaborations are commonplace in the States—and in London and Milan, too—it’s more unique to find a tech-obsessed brand here in Paris. Especially during fashion week, when pomp and pageantry typically override innovation.
However, that all may be changing. It used to be that livestreaming was enough to render a brand technologically savvy. Now it’s all about asking the viewer to not only watch, but also participate.
First, there is Kenzo’s collaboration with Google. The LVMH-owned label, designed by Opening Ceremony’s Humberto Leon and Carol Lim, has created a custom pouch for the tech company’s Nexus 7 tablet—it’ll be available in early October via Kenzo.com for 85 euros.
While Kenzo’s Nexus bag is launching during PFW, the real point is a Google + hangout, which begins at 7am Paris time on Sunday, September 29. A team of “Kenzo reporters” will be on the ground at the brand’s runway show, capturing behind-the-scenes video that will be immediately available to anyone signed up to the hangout.
Kenzo’s plan is not too far from Chloe’s, which, with its newly launched microsite, Live.Chloe.com, will give its followers a chance to not only see the actual runway show, but to also peep red carpet arrivals and create a mood board of the season’s ready-to-wear, accessories, and beauty looks. The site also features charming behind-the-scenes videos, gifs, and info about the brand and its latest products, like the Baylee bag.
Of course, neither of these brands are launching a digital revolution, but they are letting fashion fans into a rarefied world. Expect more Parisian houses to follow next season, because tech tie-ins are only going to become more and more important to their marketing strategies.