With the 70th Golden Globe Awards a few short weeks away, the debut of DKNY’s new app Celebrity Dressing 2.0 provides a timely glimpse into the process behind creating the ultimate red carpet gown. Users simply need to like the brand on Facebook to be granted exclusive access to the inner workings of the atelier, as the journeys of various dresses are recorded from conception to completion. Tantalizing glimpses of the designs are revealed, teasing viewers and building anticipation until the finished gowns are (fingers crossed) finally unveiled with a celebrity having their red carpet moment.
The app’s gallery of photos shows how an idea for a dress can be inspired by the details of daily life. A colour, a structure, a silhouette – they can all reappear in different facets of a design. The images also glorify elements of the craft that are rarely seen, from the minutia of matching a thread shade to using a paillette texture to recreate the look of petals. Visually documenting the thought and care exercised in each design decision provides viewers with a deeper appreciation for the final red carpet moment, allowing them to feel like they are “in” on the secret.
Prominent houses like DKNY are at the forefront of using innovative platforms to build interest in their brand. By generating this kind of demand, they give themselves the freedom to branch outside of their seasonal collections. As is the case with Donna Karan Atelier, presenting a capsule collection of custom gowns intended to grow the brand’s cache. Here’s to hoping that it is part of a larger trend in industry apps, showcasing exclusive, niche aspects of the business and launching more high-fashion collections for us to drool over.
Join the conversation with DKNY during their red carpet experience and use the hashtag #DonnaKaranAtelier on Twitter.
By Nicole Schaeffer
Via WWD
