Made Fashion Week will unveil today a new digital platform to showcase its participating designers this season, including an app for mobile devices that will broadcast live images of runway shows and presentations as they unfold.
The app contains a suite of features designed to provide show attendees with a way to review favorite looks, take notes on individual looks, e-mail favorite looks and tweet about shows — as those looks are coming down the runway.
This story first appeared in the February 7, 2012 issue of WWD. Subscribe Today.
Made Fashion Week — which was originally launched as MAC & Milk and is now in its sixth season — will comprise more than 50 shows, presentations and events from Wednesday to Feb. 15. Staged at Milk Studios in the Meatpacking District and the nearby Standard hotel, Made shows this season include Proenza Schouler, Alexander Wang, Peter Som, Sophie Theallet, Suno, Alejandro Ingelmo, Christian Cota and Erin Fetherston.
The Made for Gillette Menswear Program includes shows and presentations by Antonio Azzuolo, Band of Outsiders, Carlos Campos, Number:Lab, Oumlil, Patrik Ervell, Public School, Simon Spurr and Tim Hamilton.
“We always thought of ourselves as bringing innovation and technology together,” said Mazdack Rassi, creative director of Milk Group and co-founder of the Made initiative, along with Jenné Lombardo, founder of the consulting firm The Terminal Presents, and Keith Baptista, a partner at production firm Prodject. “We were watching how editors and buyers would come to the shows and how they collected information. They were taking the line sheets and scribbling notes on them and then would take a picture with their phone. It all looked very cumbersome.”
With the new Made Fashion Week app — which is downloadable from the Apple app store, the Android Market and Milkmade.com — each live slide show will be pushed to an attendee’s iPhone, iPad or Android device. The app will automatically sync when an attendee is at a Made show, using a live feed from a Made photographer at the show.
If there are multiple, simultaneous presentations in different rooms of Milk Studios, the appropriate slide show will sync as viewers move from room to room. Milk worked with a third-party provider for the technology.
The app allows show attendees to “like” individual looks for later reference, type notes on specific looks, tweet about the show (with the #madefw hashtag automatically applied) and e-mail all their “liked” looks to themselves or others. Designer biographies, inspiration statements and relevant contact info are also attached to each show. Completed shows are archived for future reference.
“We wanted to create an app that was tactical, that was user-friendly and that helped with the overall work flow of attendees,” said Lombardo. Analytics gleaned from the app, such as which looks are e-mailed and tweeted the most, can be shared with designers.
For viewers who are not present at the actual shows, the app can be launched via the Livestream video broadcast of each show, which will sync to the Made Fashion Week app. Desktop and mobile users can view the live video feeds of shows on Livestream.com, Milkmade.com, Lxtv.com and New York magazine’s The Cut fashion site.
All Milkmade.com content will be aggregated on the relaunched MySpace.com and Made will continue its partnership with Tumblr this season, as well.
MAC Cosmetics remains the principle sponsor of Made Fashion Week. Additional sponsors include American Express, AriZona Beverages, Belvedere Vodka, TheFancy.com, Lexus and True Religion Apparel.