Digital Runway

As a founder member and designer for digital media group Spore I was invited, in collaboration with fashion designer Simon Thorogood, to present new work for the launch of the British Council’s Education Centre in Mexico City 2002. Our research investigated new, interactive, types of live fashion presentation in the field of international fashion marketing. We created a digitally interactive catwalk fashion show for a diverse audience of several thousand people, followed by open audience interaction. Many British designers in the 1990s pioneered dramatic fashion shows that ensured international coverage for their designers; our research used technological and other means to extend that repertoire. While Hussein Chalayan and Alexander McQueen, for example, have used digital effects on the catwalk, ours is the only live show to have fully incorporated digitally interactive media, presenting a radical new format to the audience. Our research thus offers a marketing blueprint to other designers in an increasingly competitive international market