We appreciate the see-now-shop-now sentiment that’s infiltrated Fashion Month and promises to allow so-called industry outsiders instantaneous access to the goods that parade down those problematically cast runways…but let’s be real here. Few of us are ready, willing or able to hop on to TomFord.com and lay out several hundred dollars for that flawless leather bucket bag on the spot. Instead, we sift through each of our favorite designer collections, whittle our wildest desires down to a list, agonize over said list for several days, then finally take the plunge and buy maybe one or two investment pieces.
Which is why the latest announcement from Google has our interest piqued. The life-changing search engine is not only allowing users access to real-time images of runway looks, BTS content courtesy of the designers themselves and the ability to immediately shop the collections, it’s also giving users the scoop on where to snatch up those coveted (and oftentimes, more affordable) off-runway looks.
To make this magic happen, Google brought on consultant Kate Lanphear (former editor-in-chief at Maxim, street style icon and rocker of white-blond hair and androgynous fashion long before the two became ubiquitous). It also tapped RewardStyle, a platform that helps bloggers shop out (slash capitalize on) the items they wear in posts.
The process is pretty straightforward: RewardStyle allows its users to tag their outfits with trends and brands. When admiring readers click through these affiliate links and buy the products, the blogger gets a finder’s fee. While search engines like Google are usually cut off from the thousands of pieces of street style that flow through apps like Instagram and Pinterest on a daily basis, RewardStyle is now allowing bloggers to syndicate their content on Google throughout New York, Paris, London and Milan fashion week. Two words: Cha. Ching.
All you need to do to access all this glorious content is type in “Fashion Week” or “designer + Fashion Week” in Google. Happy shopping — and remember, with great search power comes great fiscal responsibility.
[ via LA Times ]
