See by Chloé is abandoning its previous showroom by appointment only rule for the upcoming Paris Fashion Week by presenting a virtual show that will also be seen on Facebook.
The French label, which was created in 2001 as an alternative to the Chloé main line, is the latest brand to join KCD's Digital Fashion Show initiative.
Launched by fashion production agency KCD earlier this month, the digital platform allows designers to host invite-only online runway shows for journalists and retailers at digitalfashionshows.com.
The idea is that creators can offer viewers a full fashion-show experience while providing behind-the-scenes content and more detailed shots of fabrics and accessories.
To make sure that fans don’t miss out on the February 29 presentation, See by Chloé will post video footage on its Facebook page 30 minutes after the 10:30 launch, reports WWD.
Other brands to have used the KCD digital platform include Japan’s ICB (International Concept Brand), with its relaunched collection designed by Prabal Gurung being unveiled on the site during New York Fashion Week earlier this month.
Paris Fashion Week will run February 28 - March 7, with shows from the biggest names in fashion such as Chanel, Yves Saint Laurent, and Lanvin.
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