I remember my first Fashion Week spring 2010 when Fashion bloggers had to beg organizers to get a pass into Fashion Shows (or had to make deals with security guards). Most bloggers were still waiting outside of luxury palaces or hanging around in the cold on Paris’ Place Vendôme hunting top models and other VIPs for a street-style photo. Tolerated “amateurs” such as Garence Doré and Scott Schuman, the most famous blogging couple, were exceptions inside the shows. Paris in particular used to be a “closed society” while other Fashion Weeks in London or New York were more open minded towards the new social media. As example: Burburrey was amongst the first Premium brands to stream their London show live on the web and to use iPads after the show to present the new collections to their guests.
Then in 2011 more bloggers were invited, the best and smarter ones even got seats in the front-row. This annoyed the former front-row seaters to see that “nobodies” would enter their well-protected space leading to lots of tensions and “protectonistic” debates within the industry. Then came more affordable Prêt-à-Porter brands like Etam who decided to stop snobbing bloggers and turned their catwalk into a gigantic party with lots of them. The social media coverage they received for this show contributed strongly to their re-branding efforts and helped them gain ground in the competitive environment..
Finally, in December 2011 during LeWeb in Paris, which as all of you know is not a fashion-event, M Karl Lagerfeld showed a hand-drawn portrait of Steve Jobs (19″)on an iPad and even started drawing live on stage using a pen and iPad. Thus everybody inside and outside the Fashion space had understood that the embracement of technology by Fashion creators is irreversible and that a new area had started, allowing fashion marketeers also to go more social – making fashion the fastest growing business online with still some bright years ahead, according to Forrester Research.
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