Dutch designer duo Viktor & Rolf premiered their S/S 2009 collection on October 2nd via their website. They moved their runway to the virtual world and made it available for everyone to see. Guests can get ‘backstage’ access as well as the opportunity to peek into virtual fittings.The entire collection was modeled by only one model-Shalom Harlow and was filmed using multiple cameras from various angles.

Viktor & Rolf broke the tradition of showcasing high fashion only through live shows.You can focus on details that can’t be seen even from front row seats at a live show. The camera zoomed in on details and accessories such as the seams on a pair of coral shorts, the enamel embellishments on a dress and shoes- fantastic and sky-high. I’m absolutely ecstatic that the collection has been made available to the masses and not the handful of industry insiders, celebrities and the fashion press.

A bold flame motif dominated the jewelry, eye-makeup and color scheme of some of the clothes. The collection featured couture dresses embroidered with 20,000 large swarovski crystals in various colours. The dresses took over 10-weeks to be created and weigh over 10 kg each.

This virtual fashion show has been applauded by audiences and fashion critiques all over the world. Now that the fashion industry has started to explore the many oppotunities of the digital world, live shows might just become obsolete in the near future.