Burberry Prorsum set tongues wagging when they revealed each piece off their spring 2012 collection on Twitter prior to revealing them on the catwalk. Backstage images prior to a show? To most minds, such a thing is backwards. Or perhaps that should be “was backwards.” So successful was the strategy for Burberry (let’s face it, they do social media better than any other luxury brand) that others have subsequently followed suit. But not necessarily in the same way, as we saw from Paul Smith’s men’s spring 2013 showing at Paris fashion week.
Paul Smith is another brand to give more than a sneak peek of a yet-to-be revealed collection, releasing backstage photographs from the designer’s spring 2013 men’s showing prior to the show being live streamed.
Fashion always changes, and social media is impacting upon just how rapid that change is. There’s both a need for instant gratification and to capture the public consciousness while it’s still tuned in to the likes of Twitter and Facebook. It’s all somewhat paradoxical of course: your attention my be captured by the new fashions, but as a consumer you can’t get your hands on them for at least another 6 months. The world has changed, and – bar for the likes of Burberry who lead the way with their offering of instant pre-orders – fashion weeks in general are yet to catch up.
You can see all of the backstage pictures of the Paul Smith spring / summer 2013 runway collection by clicking on a thumbnail on the left. From there you can browse through each of the pictures from the fashion show.
Photos courtesy Paul Smith