Virtual Rugby

WWD is reporting this morning that iconic American design house Ralph Lauren will take it's newest line Rugby, by Ralph Lauren to a new tech level with the first ever virtual runway show scheduled to go live tomorrow on   www.rugby.com.

The show, which will allow customers to build-their own looks and then see them animated on the runway is set to be the first of several the house of Ralph will unveil in the coming months. 

David Lauren, Senior VP of Advertising told WWD “We have been doing fashion shows for years, and Ralph Lauren is always challenging us to rethink [the concept] and make it interesting."

With last season seeing a big reduction in collections showing at Mercedes Benz Fashion Week, this latest development calls into question the future of NYCS biggest events.  Will 'virtual' be the undoing of the traditional show format? Stay tuned...