Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Hitting the digital catwalk

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, and the audience will be told where they can buy the product shown. It will also be uploaded onto Fashshot’s website, 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.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.