>> Speaking of designers experimenting with technology, Mary-Kate and Ashley Olsen, who are old pros at the fashion film, have launched a new one for The Row — with a twist. They enabled a video of their Fall 2010 show, shot backstage by KT Auleta, with click-to-buy technology, which essentially allows the viewer to tap the mouse on a clothing item featured in the video and purchase it from label's e-commerce store — see the video here. “A few years ago we created a short film to introduce our first holiday collection and it has close to a million views on YouTube," Ashley explained. "We like the fact that this new shoppable video allows the viewer to engage in the content as well as the product.”
It sounds like they're already making plans for a Spring 2011 video with the same idea; as for the intimate Spring 2011 presentation — one of the most elusive invites of New York Fashion Week — we hear they've requested Cassie Coane — one half of the Harley and Cassie duo — to DJ.
