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See by Chloé to Show Line on Web

Chloé’s contemporary label will introduce its fall 2012 collection on Feb. 29, at Digitalfashionshows.com.

PARIS — See See by Chloé gallop into the digital age — and get a jump start on Paris Fashion Week.

This story first appeared in the February 22, 2012 issue of WWD.  Subscribe Today.

That is not a typo. Chloé’s contemporary label See by Chloé will introduce its fall 2012 collection on Feb. 29, at Digitalfashionshows.com, a new platform launched by KCD, the New York-based production and public relations firm.

RELATED STORY: KCD Readies Digital Platform for Runway >>

This is the first time See by Chloé will be showcased in a runway-show format, albeit prerecorded for an online audience. Previously, the line has been presented in a traditional showroom setting.

The French fashion house, owned by Compagnie Financière Richemont, has assembled a new creative team, and wished to convey the fashion message in a new format.

Launched in 2001, See by Chloé is produced under license by Italy’s SINV. The house describes the revamped line as “stronger” and “more directional…the hip girl’s answer to idiosyncratic cool.”

Starting at 10:30 a.m. on the first day of the Paris shows, invited retailers and editors can log in to begin viewing the See by Chloé show online. Thirty minutes after the industry debut, the video footage is to become available on Chloé’s Facebook page.

On Digitalfashionshows.com, users get the complete fashion-show experience and exclusive content, including a behind-the-scenes look at hair and makeup, plus detail shots of fabrics, prints and accessories.

KCD introduced its site for digital shows on Feb. 15, during New York Fashion Week, with the relaunched ICB collection, which is designed by Prabal Gurung.

According to KCD, the ICB show had an 80 percent viewing rate, which it deems higher than in-person attendance would have been. The ICB show garnered coverage in traditional print media, along with what KCD characterized as “exceptional” coverage with Web sites and bloggers.