What interested me about this show was how they were being fashion forward with their use of technology.
"Austin is known for it’s creativity and technology. We’ve decided to incorporate the latest technology into the show to make things even more interesting.
Ripped from the Runway: Do you go to fashion shows wishing you could walk out knowing you would have the “must-have” look in your closet? Texture Marketing, an Austin-based company, will provide everyone the ability to use their cell phones for instant fashion gratification. If you see what you like on the runway, you’ll be able to text a 3 digit code letting us know you’d like to buy it! To support the charities, 15% of all purchases that night will be donated to The Austin Children’s Shelter and the Dell Children’s Medical Center Foundation of Central Texas.
LIVE Virtual Comments Light up the Austonian: We are teaming with several bloggers to write about Runway to Heaven fashion as the models are strutting down the catwalk. Their words will be sketched in lasers on the raw facades of the Austonian."
It's a very forward concept, but the problem is that it will distract from the runway itself. It's good to get the viewers involved, and to have the show delivered in the name of charity, which was the original concept of fashion shows in the 40s and 50s, as well as to get bloggers involved. The small town of Austin is attempting to be like the technology and fashion forward brands like Burberry and Louis Vuitton, so will other luxury brands do the same? Or is it just a passing fad?