Wednesday, March 30, 2011

Couture Society steps onto the virtual runway

Fashion week season is barely over and it is already clear: A number of extravagant designer pieces will once again not be commercially available. On fashionistas all over the world now have the chance to order precisely those pieces not conforming to the mainstream taste. Even shortly before the launch, the platform originating from Berlins creative centre won the Digital Life Innovation Award from the industry association BITKOM and is the prize winner of the founder award IKT Innovativ (Information and communications technology innovative) awarded by the German Federal Ministry of Economics and Technology. After a road show, which took the young company around the globe to many of the biggest fashion houses of the world and to the shows of promising newcomers, it was possible to win over various designers for an exclusive collaboration. No wonder, as there is an attractive win-win-situation for both fashion lovers and fashion designers. "Couture Society is a very innovative ecommerce approach within the fashion industry. The notion of an exclusive range and the creative and independent implementation of such a thing on this platform is revolutionary, as otherwise, these products cannot be bought anywhere else," said Pirjo Suhonen, General Manager of Ivana Helsinki, after the show at New York Fashion Week.Customers have direct access to the styles of the designers and can decide themselves what is going to be produced. Poor old-fashioned fashion industry! Stefan Pscheidl, Creative Director, additionally promises the first 5,000 “Founding Members” of the society access to unique showpieces, tickets for international fashion shows and meet & greets with designers.From now on, every month, 3-5 designers will make several of their most creative designs available for exclusive and limited orders. The pieces will be distributed worldwide exclusively by Two designers from Berlin, Dawid Tomaszewski and Michael Sontag, whose shows during Berlin Fashion Week 2011 created an international sensation in the media, along with Tillmann Lauterbach from Paris, will start the project off. Valentino, Martin Grant, Steffi Christiaens, Odeur, Cacharel, Kenzo, Wackerhaus, Minimarket, ESCADA, Blaak, Lutz, Versace, Ivana Helsinki, Mongrels in Common and many more are to follow.