At Tommy Hilfiger's New York Fashion Week show at the Park Avenue Armory on Feb. 15, guests won't have to pull out a hard invite or even their smartphones for scanning; instead, they'll be able to check in with a swipe of their wrist, provided it's sporting an Apple Watch. They'll even have a special "fast lane" to do it.
It will be among the first activations for the newly launched GPS Radar Apple Watch app from Launchmetrics (formerly Fashion GPS). For those of you not familiar, GPS Radar is how most New York Fashion Week show and party invites are distributed, allowing buyers, press and other industry members to RSVP to events, organize their fashion week calendars and pull up location information, all in-app.
Hilfiger — which has in recent seasons added a number of tech-related components to its shows to generate buzz, from Lytro cameras to a photo pit for Instagrammers — is serving as the official launch partner. But anyone checking into a NYFW show via GPS Radar (i.e., most of them) will be able to use their Watches to get in. The same will go for attendees at London, Milan and Paris fashion weeks, though the system is less widely used in those cities. In addition to checking in, users of the Apple Watch app will also receive show notifications and can update their RSVPs directly from their wrists.
None of this is groundbreaking — no Apple Watch app is — but it will provide a bit more convenience to Watch owners, of which there are an unusually high proportion in the fashion industry.