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Smartphones light up the front row at Marc Jacobs’ fall 2014 fashion show this month in New York. The designer was named Top Innovator at last year’s Fashion 2.0 Awards.
Drones at fashion shows, ad campaigns on Instagram and supermodels wearing Google Glass.
It’s not the future of fashion — it’s right now. And fans have the chance to vote on which brands are the biggest innovators.
Polls opened Thursday for the fifth annual Fashion 2.0 Awards, which recognize the houses that are the most social media savvy, and have the smartest online ad campaigns, e-commerce platforms and more.
“Technology is becoming a bigger part of our lives every year and fashion brands are realizing that,” Yuli Ziv, founder of Style Coalition, which hosts the awards, told the Daily News.
Up for the awards’ biggest category — Top Innovator — are ASOS, Burberry, DKNY, Michael Kors and Ralph Lauren.
Other categories include Best Twitter, Best Online Video, Best Start-Up and Best Wearable Tech.
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DKNY has been a top contender in past years — sweeping Best Twitter for its witty account every year since Style Coalition launched the awards in 2010.
“It’s hard to compete with,” Ziv admitted.
Last year, Marc Jacobs was crowned Top Innovator.
In its fifth year, the awards are finally picking up steam with the designers, too, who are promoting their nominations and urging fans to vote on social media.
“They’re getting really competitive,” said Ziv, who founded Style Coalition in 2008. Her company matches fashion brands with influencers — heavyweights in the fashion industry who are vocal on Instagram and Twitter.
Winners will be announced at a ceremony in NYC on March 20.
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It’s easy to see technology’s influence on the fashion industry.
Tory Burch recently designed a line of Nike FuelBands. Diane von Furstenberg sent models down the runway wearing Google Glass at her spring 2013 fashion show in New York.
Last month, Marc Jacobs traded bottles of his Daisy perfume for tweets and Instagram posts at a pop-up shop during New York fashion week.
Most recently, drones hovered above guests’ heads at Fendi’s show in Milan, gathering footage for a live stream.
“Brands are starting to look at and collaborate with tech companies,” Ziv said. “It’s becoming a new form of taking their brands to the next level. They can’t ignore it.”
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