![]() In the last few years, fashion has gradually opened itself up to ordinary shoppers. This time, in addition to the online access, 1,500 people will be invited to Burberry stores worldwide, where they will watch the show on high-definition screens and be able to order merchandise immediately via an iPad app. The anointed buyers from Barneys, editors from Vogue, actresses like Claire Danes were sent an engraved antique brass entry card. “They’re able to put the product in their shopping bag, pay with their credit card and check out before the buyer is even finished watching the show and goes to the showroom the next day.”īurberry’s strategy represents a huge change from the past, when a literal golden ticket was the only way to see its show. “It’s giving the consumer even more inside access than the buyer in the front row,” said James Gardner, founder and chief executive of Createthe Group, which is working on the runway live streams for Marc Jacobs and Burberry. Alexander Wang is projecting video of its show on a “moving billboard” in Manhattan, and Betsey Johnson is showing live Web versions of the show and the backstage frenzy before it.Īnd in the most aggressive outreach, Burberry, the British design house, will not only stream its women’s runway show live from London, but also will allow anyone with a computer and a credit card to order the merchandise as models strut in it. Gucci will allow anyone to sign up to watch its show online, and will let viewers share live Webcam videos as though they were playing with YouTube. In this fall’s women’s runway shows, which started Thursday with New York Fashion Week and continue throughout the next month in London, Paris and Milan, shoppers at their keyboards will have a front-row seat. Web technology, and a desire to entice luxury shoppers who are suddenly spending again, are spurring designers to fling open the tent flaps to their runway shows and appeal directly to shoppers. Another Norwegian environment would be just perfect, but instead this becomes a stumble in the wrong direction.It used to be that designers showed clothes at Fashion Week to court the influential few, mainly the buyers and fashion editors who determined what styles would be hot in retail stores a season away.īut now they are starting to sidestep the middleman. ![]() So, when he tries to be more internaionally 'public friendly', and even more so when he simultaneously uses highly regular Scandinavian actors, who don't fit the location with either accent or behavious, it's only weird, pretenciously funny, and a stumble in the wrong direction. Somewhat similar to how Lasse Hallström, who in the early and best part of his career as a director made a success with playing his stories in genuin Swedish local town environments, Hamer has made his art in even more narrow settings, and this has become a very basic value for the ingenuety. However, it stumbles, and it's basically because Hamer, and perhaps the producers, probably to better hit the American market, have located this original Norwegian novel based plot to a town in the US Rustbelt. For those who have enjoyed Bent Hamer's earlier films, and his eccentric, odd and unconventional style, often located in a very provencial universe, The Middle Man is away.
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