Lauren Ralph Lauren Virtually Brings the Runway to the Web.

March 17, 2010 • Fashion


As you know, fashion shows are typically exclusive to editors, buyers and the like. Many important people (such as the consumer) are left out and forced to wait for others like us to provide images and professional reviews. Then you have to wait even longer to purchase the new items.

Well that's about to change. Today, Polo Ralph Lauren is staging its first-ever fashion show for the Lauren by
Ralph Lauren brand…on the web. This is the second time the company has gone online to present a new collection (Rugby last December). It features footage of real models on
the runway in spring looks customers can order immediately. This time, however, Polo Ralph Lauren has finally hopped on the social media bandwagon.

Just like the real front row at a fashion show, the Lauren Spring 2010 virtual show will feature
live commentary about each of the 21 looks presented from several Hearst Magazines
editors including Marie Claire’s fashion director Nina Garcia, Harper’s
Bazaar’s executive fashion and beauty editor Avril Graham,
Cosmopolitan’s fashion director Michelle McCool and O, The Oprah
Magazine’s creative director Adam Glassman. “It felt very futuristic to be a part of an online fashion show,” said Nina Garcia.  “Fashion is always about the Next Big Thing, and a virtual front row, where women can buy the looks they love immediately, is incredibly modern.”

Viewers are now able shop their favorite looks instantly by selecting and purchasing the styles directly as the models walk the runway. You also have the option to hear any or all of the editors’ remarks as the looks come down the runway. After the show concludes, Lauren shoppers can directly send
style questions to these editors, which they will answer for four days
following today’s show. How cool is that? Just visit to check it out. The show will run for one month and you may submit questions through Saturday.

Second City Style was invited to Nina Garcia's taping earlier this month and I had the exclusive opportunity to sit with Nina and discuss her thoughts on spring trends and the Lauren by Ralph Lauren runway shopping format.

 Lauren, Nina and Liam
Lauren Dimet Waters, Nina Garcia (holding my son Liam…wearing Ralph Lauren of course!)

SCS: What trends are you seeing for Spring '10?

NG: The return of femininity such as ruffles, flowing silks and floral prints. There is also quite a bit of denim on denim in all washes imaginable. Utilitarian and safari is also a big trend as evidenced by pocket details, cargo pants and anything army green and khaki. There is also a sportswear athletic influence in many of the styles seen for spring.

SCS: Are there any special items of highlights you saw during the Lauren by Ralph Lauren show?

NG: Yes. Quite a few. I loved the unexpected mix of materials. Very American and what one expects from Ralph Lauren. For instance the opening look was rugged mixed with feminine. Or a Navajo blanket with a ruffle shirt and a floral dress tunic over narrow pants. It epitomizes Ralph Lauren's signature style…versatile and casual yet refined and effortless. Not too done up.

SCS: How did you like viewing the fashion show online?

NG: Are you kidding? I loved it! It means I can stay home! I love that you can zoom in. It really feels like a runway.

SCS: How does this format benefit the shopper?

NG: You can go back to the pieces you liked best and zero in. Additionally the commentary tells you how you can wear an item and make it work with your style and wardrobe. Genius.

SCS: We already know you think the trench coat is vital to a woman's wardrobe, but if a woman could only buy one other item for Spring '10, what would you suggest?

NG: Just one? How about 4? I would say denim, cargo pants, a white shirt and a fitted blazer.

– Lauren Dimet Waters

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2 Responses to Lauren Ralph Lauren Virtually Brings the Runway to the Web.

  1. Gleenn says:

    wow, this is an incredible idea. For some thriving fashion bloggers who are very unlikely to get a chance to attend some big fashion shows, much more sitted front row, this is an experience. Thanks for this info. I’ve bookmarked your site. There are a lot of informative posts here 😉

  2. This is a great idea.
    I can imagine all the low key bloggers getting their chance to blog about a world exclusive.
    Hopefully it takes off in the industry.
    Beaut xxxx

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