Technology was at the forefront of fashion week this season. There are models taking selfies on the runway, designers live-streaming and now brands taking their collections entirely digital.
Instead of a traditional runway show, Tom Ford made a video — starring none other than Lady Gaga — to showcase his spring 2016 line during Paris Fashion Week.
The video features Gaga, along with models dressed in Ford’s collection, dancing to the pop star’s cover of “I Want Your Love” by Nile Rodgers.
“Instead of having a traditional show this season, I decided to try something new,” Ford tells WWD. “I wanted to think about how to present a collection in a cinematic way that was designed from its inception to be presented online.”
Image: Tom Ford
This is not the first time Ford has switched things up. Last February, the designer moved his show to Los Angeles to coincide with the 87th Academy Awards.
“Having a runway show has become so much about the creation of imagery for online and social media, and watching a filmed fashion show can be like watching a filmed play,” explains Ford in a statement. “I think that the video captures the spirit of the collection in a way that a filmed traditional show would not have.”
When he isn’t designing, Ford is directing big-screen films — making his decision to create a video fashion show seem obvious.
He is currently working on his second movie, “Nocturnal Animals” which stars Amy Adams and Jake Gyllenhaal. The first, “A Single Man,” was released in 2009.
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