Virtual fashion: Can film be as much fun?

Fashion weeks in India have traditionally been about who came and who saw (whom) rather than who conquered the critics. The actual collections are still largely given the go-by in favour of the show-sha of spectacular sets and maquillage, spotting celebrity front-rowers, and the occasional wardrobe malfunction to keep the flashbulbs popping. Now all that looks set to change, judging from a trend just emerging at recent fashionweeks in the West, with a few designers opting to craft short films presenting their creations rather than going in for frenetic and shortlived runway shows. Films have the advantage of close-ups, obviate the need for expressionless models, and can be edited and reshown in fashion capitals around the world at minimum cost.

While habitues may argue that a two-dimensional film can never compensate for the crackling atmosphere of a show, this may be the disruptive innovation that the fashion world has been waiting for. After all, there was a time when people thought that the black-and white nature of films could never replace the live action and excitement of theatre. Some technology-forward fashion brands have already resorted to spreading the word about their new collections to wider audiences via live-streaming and via smartphones and social networking sites. Now there is the added option of 3D screens, which can make the experience virtually real for fashionistas from San Francisco to Singapore.

That would, of course, put certain famous-for-being-famous fashion-show regulars - not to mention starry celebrities - out of business in India. That would naturally also spell doom for those designers who rely either on star power or artfully dim lighting to gloss over their shortcomings on the creative front. Then the only proof of their success will finally be, as it should, consumer endorsement via actual sales!