All the digital highlights from #NYFW: 360° live-streams to Twitter trolls

It might have been the season that everyone played with Twitter’s new vide0-sharing app, Vine, but so too were there numerous other digital happenings around this New York Fashion Week. Here are the highlights:

• Kenneth Cole reminded the audience to turn their smartphones ON during his show, pledging to donate a dollar to AIDS research foundation amfAR for every tweet with the #KCRUNWAY hashtag

• He also turned the cameras on the crowd when he sent models out during the finale clad with their own phones (see pic above)

• Tommy Hilfiger hosted a display featuring real-time updates from backstage, as posted on Twitter here and here

• Rebecca Minkoff was the victim of Twitter trolls. A huge learning in this one

• Kimberly Ovitz sent 3D-printed jewellery down the runway alongside her autumn/winter 2013/14 collection

• The Y-3 collection featured a 360° and interactive live-stream, including four different views of the runway and backstage on one screen

• Still to come tomorrow is Michael Kors’ All Access – All Angles initiative, another 360° live-stream experience, and the postponed Marc Jacobs show featuring pre-coverage with model Jessica Stam

Topman live-stream to offer fans 360° augmented experience

Topman Design spring/summer 2013

Topman is set to launch an interactive 360° live-stream experience for its London Collections: Men autumn/winter 2012/13 show on January 7.

The UK menswear brand will enable fans to scroll left or right, up and down to view the catwalk from any angle in a bid to make it feel ever more like they’re actually present. They can also interact with select industry insiders and celebrities in the front row, whose tweets will appear above their real location in an augmented addition to the live-stream.

As with the company’s Topshop Unique show in September, fans will also be able to “shoot the show” to instantly share images with their friends across social channels. The hashtag being pushed is #Topman360.

“Having streamed the Topman Design show for several seasons now and commenting separately via our social channels we really wanted to try and achieve a multi-faceted live stream experience which amalgamated all in one and make the experience as personal and unique for each viewer,” said Jason Griffiths, marketing director at Topman.

The initiative launches with a Facebook App from today that invites consumers to win a pair of front row tickets to the show as well as other prizes. It will also showcase the live-stream on January 7 alongside Topman.com and the brand’s digital magazine, Topman Generation.

Burberry World Live launches with immersive 360-degree experience in Taipei

Burberry kick-started the first in a series of global events last night with a multisensory experience in Taiwan that combined the brand’s pillars of British heritage, weather, music and fashion.

Staged in a custom cylindrical space, it included an eight-part 360-degree film featuring hologram Burberry models, digital rain that seemingly poured from the ceiling, and a live performance from British musician Tom Odell. The initiative follows on from the brand’s tech extravaganza in Beijing in 2011, and likewise celebrates the opening of a new flagship store; this time in Taipei’s 101 shopping centre.

Burberry World Live, as the series is being called, will now tour to other cities, including London, Hong Kong and Chicago.

“We created the Burberry World platform for our online community and tonight that came to life when we connected our guests with everything the brand stands for today, using original content to take them on an emotive and sensory journey, blurring the digital and physical dimensions of our brand,” said chief creative officer Christopher Bailey.

See the video below:

Louis Vuitton show to offer panoramic digital experience

Wednesday’s Louis Vuitton show will see consumers offered greater digital access than ever before with a complete panoramic view of the venue.

On www.fashionshow.louisvuitton.com (which is also accessible via the iPad and iPhone) as well as on the brand’s Facebook page, fans will be able to explore both the show and backstage through the eyes of a camera that captures a fully panoramic view of its surroundings.

You’ll be able to look in any direction and explore the room as though you’re actually there. Exclusive behind-the-scenes access will also be made available.

The show will be broadcast live on Wednesday, March 9, at 10am (GMT +1). It will also be possible to return and re-watch the digital experience over the following weeks.

The initiative ties in with the brand’s “commitment to feature purely editorial content through social channels”. It follows in the footsteps of launches such as last year’s 360° view of runway styles and the iPhone app Amble.

Emphasising the luxury company’s commitment to digital, I even like the fact the company’s press release ends with six social media links:

“Stay connected with Louis Vuitton at:
www.facebook.com/louisvuitton | www.twitter.com/LouisVuitton_HQ
www.youtube.com/louisvuitton | www.foursquare.com/louisvuitton
www.louisvuittonamble.com | http://u.youku.com/louisvuitton”

Good effort.