More and more designers are trying to incorporate new media and Internet into their business activities. That includes the fashion shows and weeks. Besides inviting top bloggers and social media gurus to the shows who are able to blog about runaway walks in real-time, fashion designers are also outreaching on their social networks. They go on Facebook and Twitter and stream live collections and shows on their websites.
The design world is not a stranger anymore to the social media, and some of the designers, such as Stella McCartney (twitter.com/stellamccartney), have been partaking an active role on online social networks for a few years already.
The footsteps of the American designers are now copied by the designers across the world, including Japanese designers, whose collections that no one seen live were displayed on Japan Fashion Week website.
Going online with the latest collections before they were seen on a runaway was not a choice of a heart for the Japanese designers – they went online because, unlike their western colleagues, their Fashion Week took a tragic turn – it happened to fall on the days of one of the worst disasters in the last century – the tsunami event that disrupted many faces of lives in Japan.
Because of the tragic events the organizers of the Japan Fashion Week in Tokyo cancelled all the shows and decided to showcase their Fall-Winter 2011-2012 collections online.
The tsunami affected all areas of the lives of the Japanese people, including the fashion, but even then, Japanese designers are not giving up on continuing creating fashion. Japanese designers refuse to have tragedy stand in the way of the Japan’s businesses. It takes a certain strength and belief in its own country’s power to fight back and continue living a normal life and Japanese people are managing it well.
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