You know how it can be virtually impossible to get a good shot of a look during a runway show with your phone and then you end up tweeting disappointing blurry photos of nothing? Not anymore, thanks to a genius (seriously) new app just launched by Made (formerly MAC & Milk). The Made Fashion app, which I got to try out this morning at a blogger breakfast at Milk Studios, uses technology developed with Sonicnotify (more on that in a sec) to streamline the way designers, editors, buyers and consumers experience fashion shows and presentations. Here's what it does, in bullet points because technology is confusing:
• While you're at a Made fashion show, the app somehow recognizes sound waves that are inaudible to the human ear and automatically syncs your phone/iPad to what show you're at. Seriously. • Professional photos of each look appear on your phone/iPad in real time as they go down the runway through a live feed from a photographer stationed at the show. • The designer's name, bio and contact information (for sales and PR) are also immediately available. • You can 'favorite' and take notes on each individual look, or the show as a whole, and instantly email those notes to yourself or whomever you want. • You can also instantly save, tweet, facebook or email any individual look once it appears on your phone/iPad • For presentations, all of the looks will instantly be downloaded once you enter the room in which the presentation is taking place.
This obviously makes our lives much easier--we can get images, tweet and practically write our reviews from one place.
The app is available for iPads, iPhones and Androids and will have other features that you can take advantage of while in Made Fashion Week venues, like a schedule and songs you can download during live performances. Also pretty amazing: the app works even if you're not physically at the show. It works the same if you're watching a livestream, which means you can confuse your friends and tweet real time photos from, like, Ohio.
The possible hilarious consequence of this amazing new app is everyone at a runway show having their noses in their phones and no one watching the actual models. Though, the process is so streamlined and intuitive that it may take less time to tweet looks and take notes than it would the old fashioned way, allowing more time to watch the clothes. Maybe?
The app is important not only because of what it does, but also because of what it signifies, which is another step in the fashion industry's slow, but increasingly steady embrace of technology. Recent instances include KCD's new digital fashion show platform and Fashion GPS' streamlining of fashion week from invitations to show check-in. We think this is only the beginning of fashion and technology coming together to make everyone's lives easier and more productive and we can't wait to see what's next. The times! They are a-changing!
See below for more screenshots via iTunes.