By  on November 8, 2010

While the focus during theshows is on the runways,designers are increasinglyembracing the charms ofthe digital world. Indeed,there were so many fashionfilms on a loop during thespring 2011 shows, it seemsthe still image could have arival for the fashion world’saffections. Hussein Chalayanand Gareth Pugh both showed films instead of holding conventional runwayshows to present their spring collections. Pugh collaborated with directorRuth Hogben to make a film showing model Kristen McMenamy writhingaround wearing Pugh’s flared leather pants and sculpted jackets.

Chalayan directed a stark film for his collection, which was inspired byJapan’s isolationist Sakoku period. Models were filmed walking in a sparespotlight, and in one of the shots, hooded figures fluttered the skirts of amodel’s delicate floral dress.“There is always this performative element tomy work, [so] film for me has been quite a natural medium,” Chalayan said.

Some emerging London designers also took to the screen, like JonathanAnderson of JW Anderson.

While film is undeniably having a moment, many labels are also showingtheir wares on smaller screens, via the Internet. Louis Vuitton showed springlooks in 360 degrees on Facebook or via the iPhone and iPad, on the sameday as its show.And Burberry, which has led the charge in live-streamingrunway shows, offered customers the chance to buy selected pieces from itsspring Burberry Prorsum collection online—for delivery seven weeks later—and via an iPad app as the looks were shown coming down the runway on itsWeb site. Bottega Veneta live-streamed its show via bottegaveneta.com—butthe video was only visible on that day and to the label’s top customers whowere given a password to access the site, and invited to place their springorders immediately following the show.

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