Misha nonoo fashion ecommerce

MishaNonoo SS16 Insta-Show on their Instagram page

Misha Nonoo needs no introduction, it’s part of the CFDA’s prestigious Fashion Incubator scheme, has been featured on Forbes 30 under 30 list and flaunts celebrity fans like Emma Watson and Gwyneth Paltrow. They have created a digital runway on Instagram with a sideways scroll function. Misha believes digital platforms are empowering the end users in a way that they can experience Fashion first hand despite their geographical limitations of being located outside Fashion capitals like Paris, London or Milan. Designers are opening up to the concept of  digital runway shows, British designer Zoe Jordan too streamed her collection online.

During Fashion Weeks, Instagram is full of pictures from runway shows. Instashoots by Instagram are becoming increasingly popular. They are presentations created specially for Instagram, hosted by Hashion ouses themselves. Stella McCartney and Calvin Klein are two brands who have already created Instashoots and they are soon to be adopted by other names in the Fashion world like Prabal Garang, Proenza Schouler, Rodarte, Marc Jacobs and Moschino. Currently they are being used complementary to the traditional Fashion shows; however they are a great way to present a small capsule collection for newer brands or startups. It is only natural for designers to opt for digital presentations, in an age where so much shopping is being done online.

Many in the Fashion industry like Caroline Issa, CEO of Tank Magazine feel that the solution is a mix of multi channel platforms; and as appealing as the digital medium is, it might not be able to compete with the actual experience of a live Fashion Show.