STYLE.COM, the online home of Vogue, is introducing an iPhone application this week designed to enable dedicated followers of fashion to watch runway shows during New York Fashion Week next month on their phones, within hours of the last model’s exit from the catwalk. Just imagine all the editors watching the Marc Jacobs show from Monday night, Sept. 8, while sitting at the Badgley Mischka show on Tuesday morning.
It is no small measure of the demand for immediacy in fashion that customers can now turn their cellphones into shopping portals. Ralph Lauren announced last week a mobile version of its online store, and Chanel introduced its own iPhone application last month that offers video from its fall haute couture show, as well as the ability to direct-dial stores that carry Chanel around the world. Hello? Saks Fifth Avenue in Columbus? I’ll have look No. 32.
“The iPhone is very much in line with the fashion demographic,” said Jamie Pallot, the editorial director of Condé Nast Web sites. Style.com was recently revamped with a cleaner design, bolder graphics and a mission to be more interactive.
Others have brought runway shows to phones, such as an ahead-of-its-time Fashion Week offering from Sprint in 2006 (fashion people were so not into Sprint), but Style.com’s application is likely to be the most comprehensive. It is designed eventually to include photos and videos from hundreds of shows in New York, Paris, London and Milan.
The application (available only for iPhone) will initially offer videos and photos from the couture collections in July. It will be updated regularly beginning Sept. 5 with the New York ready-to-wear collections. Mr. Pallot said morning shows should be available by afternoon, and evening shows the next morning. An early version tested in his office showed a welcome screen listing new shows on one menu and blog items on another. Tapping on a collection opened a window that showed the looks in a grid, and tapping on each image caused them to fill the screen. Tapping again caused the image to flip over, revealing the model’s name and a concise review of the show. It did not include the model’s phone number.
This might just be the reason I got an iPhone!