LONDON — Roland Mouret is teaming with Fashionair.com to allow his customers to experience his RM ready-to-wear show from the front row, backstage — or anywhere else they choose.
The designer, who will show his collection Wednesday morning in Paris, said the event will be recorded by cameras planted around his space at the Musée de l’Homme, edited using new technology, and broadcast one week later on the fashion Web site.
This story first appeared in the October 6, 2009 issue of WWD. Subscribe Today.
“Viewers can watch the show repeatedly, and they will never see the same show twice. There are billions of variations, and that fascinates me,” Mouret told WWD. He said viewers could also opt to watch backstage action or interviews with him and his collaborators.
Mouret is the latest designer to reveal plans that push the boundaries of the runway show experience. Later today, Alexander McQueen will stream his runway show live and from a variety of angles, in collaboration with ShowStudio.com. Labels including Burberry and Twenty8Twelve streamed their runway shows live this season.
Mouret is working with Qmorphic, a Glasgow, Scotland-based company which has developed a technology that edits footage in real time. “This is a very early stage, but it feels like the beginning of something very exciting,” he said.
The designer, whose collection for spring will showcase stretch couture fabrics such as gazar and organza and a North African-inspired color palette of punchy blues, mustard, and sandy yellow, said he views fashion as entertainment — and he wants to reach as wide an audience as possible.
“This is about taking the show and using it for what it should be — an amazing and immediate way for the consumer to see the collection,” he said.
Mouret said that while the consumer may “devour” what the fashion press has to say, she is ultimately her “own editor.”
He said he envisages his customer watching the show on Fashionair, making a pre-order immediately, then buying the pieces when they begin arriving in stores Nov. 15.
This isn’t the first time Mouret has worked with new media. In July 2007, Net-a-Porter.com broadcast Mouret’s first RM runway show 24 hours after the live event took place in Paris. Customers watched online and pre-ordered pieces off the runway for delivery later in the season.