Seems Nokia aren’t the only technology brand trying to make themselves fashionable by association. We can only assume that was the thought process behind Google’s move to partner with (i.e sponsor?) Diane von Furstenberg’s spring 2013 show. You couldn’t miss the Google Goggles on the models and – just as blatantly – on Google cofounder Sergey Brin as he gleefully sat front row. Of course making your product seem beautiful by putting it on beautiful people is marketing 101 – but at a reported $1500 a pair, consumers will only be buying Google Goggles if the technology is also right. So for Google it’s less a matter of making the glasses seem aesthetically desirable (or fashionable) and more a matter of making the design socially acceptable enough that we’ll also willingly adopt the technology. What we are interested to see is the video being released this thursday which promises to give a new perspective of the fashion week process through the eyes (well, the Google glass) of Diane von Furstenberg. Marketing efforts we’ll watch with interest. Stay tuned for that one.
Written by Tania Braukämper