It’s like Amazon, America, and Google birthed a monster Italian luxury baby just in time for Milan Fashion Week. Fendi, like so many other labels, is livestreaming its upcoming Fall/Winter 2014 show. Unlike so many others, the brand is partnering with Google to film the runway using drones, reports WWD.
Four small drones, powered by Parrot, will fly around the models to capture aerial views. Viewers who livestream the show on Fendi’s site can choose between a classic view or the “Drone Cam,” and replay the aerial version after the show’s over. Fendi’s effort seems to be part of a broader push to capture the attention of younger viewers; the brand is concomitantly investing more in its digital content to expand its audience.
Out of this round of Fashion Week so far, Fendi is the third label to take now-mainstream livestreaming and do something fundamentally interesting with it. Topshop used Oculus Rift to create an immersive, 3D runway experience in London yesterday, while Tory Burch beamed her show directly into sidebar ads across the Web during New York Fashion Week.
While humankind’s reactions to drones are still pretty mixed, one thing Fendi accomplishes is offering a legitimately unique perspective of the runway. Even stationary overhead cameras (which haven’t been used before during Fashion Week — why?) can’t compete with how drones will broadcast Fendi’s show.