Rebecca Minkoff’s new collection like you’ve never seen it before: in AR
Innovative Partner for Yahoo Ryot Lab New York Fashion Week: The Show 2021, Is working with IMG and leading fashion designers to add multi-dimensional lenses to an expanded collection to create an expanded reality content experience. Rebecca Minkoff is the first featured brand tied to the company’s Spring / Summer ’21 collection. To explore something in augmented reality, click the play button below. On the desktop, use your mouse to see outfits from different angles. On mobile, move around in your location for a 360-degree view.
Rebecca MinkoffThe name was put back on the map in 2001 when actress Jenna Elfman wore a “I Love New York” T-shirt designed by Minkoff on television late at night. Now, two decades later the designer is a household name known for his watches, shoes, clothes, and the iconic Mini Mac crossbody bag. Ahead of her New York Fashion Week showcase on Tuesday, she tells Yahoo Life that she almost didn’t do it to reinforce herself.
“You have to be quick and nimble and flexible,” she explains her development as a designer.
This year with industries particularly impacted by the coronovirus epidemic across the board, Minkoff was given the ultimate challenge to reintegrate his customers, who were no longer looking at their collections in showrooms and stores, but rather experienced them at home. Was doing.
“It was one of the most challenging and most inspiring years,” Minkoff says. “You can have what is the worst thing that happens as a founder of your company and come back from it, the team rally happens in such a way that you get blown away and be able to come out of it Goes. Customers, your business – what works and what doesn’t. “
When it comes to New york fashion weekThe designer maintained that mindset.
“We always let our consumer come to our show, invited him, celebrated him,” she explains, so this year and the last show was obviously a lot more difficult, knowing that the rules of ability and safety are just Too harsh. “
While Minkoff was able to liven up his Spring 2021 collection with a showcase in New York on Tuesday, he talks about the importance of innovation when it comes to delivering that collection directly to the consumer – especially these different – In the past. “We want to give a much more comprehensive view of the collection that was experienced in person, but cannot now,” she says, noting that social media and various immersive techniques allow them to do Giving permission. But this would not be the first time he incorporated new technologies into his brand.
“I think the epidemic has accelerated consumer adoption of many things,” she says. “Years ago in our bags were QR codes that were supposed to unlock experiences and rewards and consumers were just ‘What is a QR Code?’ And now they are on every menu and you are adopting and using it extensively. “
Fortunately for the Rebecca Minkoff brand, the designer says she has learned to see the epidemic as “just one more opportunity” to examine the brand’s current relationship with the consumer and explore ways to innovate. Minkoff takes a similar approach to expand the brand’s offerings.
“You want a strong base of core handbags and products that people come to you over and over again,” she says in reference to her remarkable crossbody bag. “So you definitely need to iterate and have fashion which is a fun surprise and a fantastic layer at the core.”
With her latest collection, asked to draw inspiration from the contrast between the lower floors of Spring Florals and Minkoff’s home in New York City, the designer has achieved just that.
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