September and March are months when I’m waking up checking my style.com app on my iphone to see the latest runway shows. New York SS 2011 fashion week has been a little lack luster for me. I was disappointed in some of the designer’s shows, but they save the best till last anyway so here’s hoping the next few days pick up.
The reviews of Tom Ford’s show gave me a glimpse into a world pre Style.com. Strictly keeping the guest list for his show to 100, Ford made a comeback to women’s wear that made me realise how homogenised the fashion weeks have become. I expect to wake up and browse my favorite designers collections with my head on the pillow and my thumb flicking through the runway images. I can see who attended the after parties of the designers shows, then watch a podcast that neatly sums up the key looks and the front rows opinions. Then I wake up the next day and see the next round of designers. The way the information is delivered to computer screens and mobiles around the world can’t be controlled by the designer (Gareth Pugh mentioned this in the SHOWstudio interview). Tom Ford is a smart guy, he has taken back the control and at the same time leveled out the playing field for bloggers, buyers, editors and fans alike. Everyone will log on to his site come December (a time that basically guarantee’s everyone’s attention away from the rush of fashion month) to see images he’s selected and make up their own mind- not style.com’s writer. Not every designer can create this kind of interest in their shows, but I think it was a good wake up call to everyone to pick up their game and actually think about the communication of their work. Maybe this will be the start to breakdown Style.com’s strangle hold of the fashion world.
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