The city that gave us Coco Chanel and the little black dress made fashion history again today as Paris fashion week opened with a virtual catwalk show.
The production took place in a studio in the French capital and was streamed online, by invitation only, for fashion editors and buyers across the world who watched on their computers and smartphones.
It marked a first for both the fashion week schedule and the Parisian fashion label See by Chloé, a spin-off line of the Chloé brand. The collection, one of See by Chloé's most polished yet, showcased cocoon coats and streamlined trousers in lime green, taupe and white. Sheer fabrics and matt leather featured as draped dresses and boxy miniskirts appeared.
Flowing black tulle gowns layered with cropped blazers were the choice for evening, while the stand-out looks for autumn/winter included a vibrant red patterned sweater teamed with slightly flared ankle-length trousers.
See by Chloé has unveiled previous collections at small, salon-style appointments. This time round, a password was issued, allowing a select audience access to the label's website so they could view from their desks. Chloé will continue to present its main collection at a major Paris fashion week show.
"We needed to think of new ways to communicate our message," said Chloé president Geoffroy de la Bourdonnaye. "This platform allows us to do that and signals a significant change in the way in which See by Chloé is heading."
Where Paris leads, other fashion capitals will follow, so the virtual fashion show format is certain to be a hit with designers working in London, Milan and New York.
But while online-only shows will delight emerging firms who consider staging a conventional show - costing about £100,000 - a huge financial strain, they are unlikely to receive such a warm reception from major labels who count on the catwalk to market their brands on a global scale.
Henry Holland, who shows his House of Holland collection at London fashion week, said: "The business of fashion is about creating dreams - something which will never be entirely possible in a virtual format."
