By Alexandra Steigrad
with contributions from Maghan McDowell
 on September 1, 2016

Google’s new take on fashion week means searchable highlights provided by designers and shopping directly from the runway.

And to act as a consultant to the whole thing, Google has tapped Kate Lanphear, the former editor in chief of Maxim, in the creation of this new New York Fashion Week-centric search product.

The special Google fashion week content is accessible through Google Search on a mobile phone, and users can see the content by either searching “Fashion Week” or “designer + Fashion Week.”

Starting today, and gradually increasing throughout fashion week, Google’s search capabilities will give users the ability to search photos of fashion week highlights with partners, such as BFA and FirstView, including runway looks, backstage and street-style photos, and front-row and party images. The search option also allows users to search trends and buy directly off the runway from select designers, as well as learn about designers’ inspirations via an experimental feature.

The new product, which will also extend through the European collections, includes a searchable calendar of shows, a feed of relevant stories and social media posts from featured designers and influencers.

According to Google, the feature includes dozens of international designers and brands such as Marc Jacobs and Stella McCartney, which post inside information on their collections during and after the show on Google Search.

Brands are able to post text, images and videos through an experimental Google search product, through which approved users — it’s currently invite-only — can communicate directly on Google. Once published, posts appear in search results related to the publisher and can be shared on social networks.

This new search feature has previously been tested with events such as the Olympics, Coachella, the Oscars and more.

In addition, Google users will be able to buy items directly off the runway from brands such as Burberry and Tom Ford, in addition to shopping the current season of Prada, Christopher Kane and more.

The move signals a larger push for the technology titan into the fashion category. Google has dabbled in fashion-inspired partnerships that includes retail partnerships using its Jacquard technology and expansion of wearables. In 2010, Google jumped into fashion more directly with a web site and virtual reality designer boutiques that link back to retailers’ sites.

But back to Lanphear, who exited Maxim last fall after a year on the job, has been laying low. That is most likely due to the fact that the former style director of T Magazine and before that Elle, signed a non-disclosure agreement since exiting Sardar Biglari’s Maxim in November.

In recent weeks, Lanphear’s name has been popping up. The former editor in chief, who is known for her cropped platinum coif and rocker style, joined the e-tailer-editorial hybrid, The Editorialist, as a contributing editor earlier this month.

At The Editorialist, which was founded by Lanphear’s former Elle colleagues Kate Davidson Hudson and Stefania Allen, the ex-lad mag editor will work on the print publication and digital edition.

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