Digital fashion photography agency Fashshot is testing consumer appetite for watching fashion shows online
Are you ready to watch a fashion magazine lifestyle show online? Digital fashion and product photography agency Fashshot certainly thinks so.
Launching this month, Fashshot has devised a programme concept to showcase product and advise on the latest trends in a stylish and compelling way.
The presenter of the show is fashion blogger Laetitia Wajnapel, otherwise known as Mademoiselle Robot. Fashshot executive producer and managing director Lee Friend thinks Wajnapel is the perfect fit, in that her knowledge and passion for fashion and approachable personality make her someone the audience can connect with.
The show’s inspiration came from Fashshot’s existing business – the production of digital film and photography. Its clients include Arcadia, House of Fraser and Jimmy Choo. Friend
realised that many retailers were looking to showcase product in video format, but had no expertise in the area or the equipment to produce a slick production.
The Fashshot programme will launch with three seasonal specials looking at trends on the high street this winter. Wajnapel will be joined by a Fashshot stylist and various experts from the fashion industry who will choose their favourite high street pieces and discuss how best to wear them. The programme will also feature backstage footage showing the creation of the video.
The seasonal specials will be shown on Virgin online channel www.livingtv.co.uk/celebrity/celebrity-video.php, and the audience will be told where they can buy the product shown. It will also be uploaded onto Fashshot’s website www.fashshot.tv, where viewers will be able to link directly to retailers’ websites to purchase featured products.
So what’s in it for the retailer? Not only does it give access to a ready-made audience, it also provides the retailer with another medium to showcase their collections without having to worry about how to produce the content.
Mademoiselle Robot has a fashion-hungry audience who should be eager to tune into her programme, as long as they are ready to watch fashion shows online rather than on TV.