ICB – First Ever Online Runway Show
February 18, 2012 Leave a comment
On February 15th, Prabal Gurung debuted his new ready to wear fall collection for ICB, the Japanese label that is relaunching in the U.S. this fall. But what’s fascinating about ICB, which stands for International Concept Brand, is that ICB hosted its show entirely on a virtual platform, making it the first ever online runway show. The show was available on Digital Fashion Shows, a platform for runway shows created by the fashion PR firm KCD.
What the online fashion show lacks in excitement and showmanship, the show made up for it in efficiency and ease. The concept was created by KCD in response to changing attitudes towards fashion and a perceived need. We all know how hectic fashion week can be with the crowds of paparazzi and hordes of attendees. Online fashion shows can be viewed anywhere and at any time, eliminating lots of waiting and frustration. Additionally, younger people in the industry are conditioned to viewing clothes online before they see them in person. Still, the show was invite-only.
Another component adding to the convenience of the show is the ability to take notes, mark favorite looks, and email photos with the notes to friends.
We also loved the show for the pops of color, artistic prints, and architectural skirts and dresses.