From top: Dolce & Gabbana, Gucci, Prada, Calvin Klein, Proenza Schouler. (All Autumn/Winter 2013-14)
When I first stumbled upon these gifs on Vogue I didn’t quite know what to make of them. All the sartorial highlights of a catwalk show in under ten seconds? I didn’t know how to feel. Is this the new way for fashion lovers to digest their favourite designers’ latest collections quicker than they could brew a cup of tea? Where’s the priority? However, after expeditiously realising the slightly mesmerising effect these have (I couldn’t stop going back and looking at them, I’m sure you’ll soon agree), and how innovative these gifs are in terms of fashion referencing, I am now pretty besotted with the whole idea that this is the future of fashion digitally, and that 2d imagery just isn’t enough for most people anymore. It’s safe to say this is fast fashion to the extreme, and with Vine videos also flooding my Twitter timeline of the latest Miu Miu jacket or Alexander McQueen artistry (Dazed & Confused I’m looking at you), I now feel it brings a fresher portrayal of Fashion Week, and the designers that are involved.
My favourites have to be the Dolce & Gabanna and Proenza Schouler (1 and 5), though after doing some research it seems that the Graphics Interchange Format seems to have literally smothered the internet since Fashion Week begun.
Dolce & Gabbana features a pendulum-like chain, with a background of a beautiful cathedral and models changing at each ‘swing,’ this is one of the best in my opinion as it not only captures D&G’s latest collection effortlessly, but also proves why this format contributes effectively to viewing a standard catwalk show in a much different, more interesting light.
Gucci played on colour for their A/W show this year, with tones of blue contrasting against berry and rustic tones. The pipette matches the tones perfectly, though I think a little more imagination could be seen in terms of the background, but that’s just my two cents.
The Prada A/W collection named ‘Who’s That Woman?’ (blogged here) has been made into a Window’s style gif with a retro curser changing outfits, I do like this idea, but I don’t feel it fits best with the theme Miuccia Prada was trying to create in her collection this season.
Taking technology to a whole new level is the Calvin Klein iPad style gif, with models lined up on the tube and at a quick touch are almost swept away. I adore the idea of models on the underground, adorned with pleather couture. In terms of innovation and responding to technology, this wins hands down. Playing on the idea of a picture within a picture, this gif draws great interest and perfects the art of moving format (if ever there be one).
Lastly, the latest Proenza Schouler collection has been developed with a 360 point of view, with an amazing monochrome-but-textured concept. Traces of the image rotation is left after each one changes, making the overall result very graphical, fitting in well with the textures and prints. I love.
What do you think of the latest way to view fashion? Do you think we’re just witnessing the almost gymic-like start of something incredibly captivating and challenging in the digital fashion age?
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