14 December 2009 - 17:35More Digital = More Creative

Thought that Issac Mizrahi along with a few other fashion elite are the only ones who could create a runway show? Well think again. Ralph Lauren, the company that has been leading the luxury fashion market into the digital world with the first fashion forward iPhone app, has created the digital fashion show. The virtual show allows the fashion obsessed to indulge in choosing outfits for Ralph Lauren models and watch them walk down the runway.

Lauren reflects on the nature of the changing industry: “Right now there is a lot of discussion. People are cutting their budgets, and are spending a million dollars a show. You can produce this for very little, and you can do this with no audience and no invitations, and you can reach a million times the amount of people.”

The movement of live runway shows to the digital space represents a common trend in our industry of advertising where services can be found online at a fraction of the price we used to pay for them. In the case of Ralph Lauren, it means out-of-work models and un-rented runways, but more money that can be spent on new creative projects.

The down turned economy may just mean that there is more capital available for creative work, resulting in increasingly interesting and effective advertising.

The Do-It-Yourself Economy

Rugby Ralph Lauren to Hold Virtual Runway Show