Drones make their catwalk debut at Milan Fashion Week

Drones have begun to sneak into our lives in many ways, but until now they have not found their way into fashion. That changed yesterday when luxury fashion house Fendi used a drone to provide fans with coverage of their fall/winter 2014-15 collection.

The collection, which was showcased at Milan Fashion Week, was viewable live from Fendi’s website via two streams: one a professionally shot and cut stream and one a rather shaky, fuzzy feed from the drone.

A partnership between Fendi and Google, the drone stream felt more like a proof-of-concept than an impressive technological showcase, but received a surprisingly positive response from both fans and industry professionals alike.

For avid fashion fans wishing they were actually at the show, it seems that the drone did a better job of conveying the atmosphere than the regular video feed.

Writing in fashion mag Birdee, Chloe Sargeant explained: “The drones flew over models’ and guests’ heads, giving an online audience a birds eye view of each look front and back, as well as the venue, runway and vibe of the entire show.”

But it seems to be more about the concept of drones than the reality of what they produced.

The Guardian quoted Lowe & Partners trend forecaster Zoe Lazarus explaining this phenomenon: “Drones feel edgy and futuristic – they appeal to that vision of a cyborg future. Creatively they are brilliant, because they can be manoeuvred into places where people can’t.

“This is a bit of a coup for Fendi… Live streams have become quite standard now at fashion shows, so this is a way to up the ante and get social media coverage.”

While the video quality wasn’t fantastic, the Fendi show could mark the start of drones being used to cover exclusive events with large public followings.

Concerts and festivals could make use of drones to provide new video coverage options for fans, and drones could even find their way onto sports grounds to provide new camera angles for avid fans.

But as is often the case, this could well become a premium service, particularly in sports such as football where teams are looking to generate as many additional revenue streams as possible.

Whether paid-for or free, drone-generated streams will have to improve considerably if they are to reach a level of mass appeal among fans and consumers. For now, they remain a gimmick to be utilised by companies looking to boost their media coverage.


Image courtesy of Fendi.


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