NEW YORK — The future of fashion - or at least fashion shows - debuted recently at Grand Central Station.
Target staged a model-less fashion show, featuring high-definition, faceless holograms wearing clothes and accessories that are part of the retailer's holiday offerings.
It was staged in little vignettes, beginning with one female hologram prancing around her bedroom trying to decide what to wear and ending with a rapid-fire series of silhouettes wearing favorite looks of Target's big-name designer collaborators including Isaac Mizrahi, Liz Lange, Mossimo Giannulli, Erin Fetherston and Keenan Duffy.
Without live models, the show began on time and with little hubbub, both unheard of with the typical runway show. The clothes all fit and there were no hair and makeup mishaps. The perfection of it all was the highlight - and the lowlight.
"A show like this spreads the mission statement that fashion should be democratic," Mizrahi said. "It allows someone to see the clothes and envision themselves in it. Models can be intimidating."
Fetherston said she liked that there was a narrative weaving the looks together instead of a parade of outfits. "I love when you've got a story," she said. "And it's nice that the customer can see this instead of only editors."
As a way to highlight the products, the holograms were a very effective tool, Lange added. "It's not 'Look there's Gisele (Bundchen) on the runway!' It's a 'Look there's that Liz Lange for Target outfit!' "
Still, Mizrahi doesn't think it spells the end of the traditional fashion show because people thrive on the drama that comes with the catwalk.
The virtual fashion show was on a loop, replaying for commuters throughout the day.
