Friday, February 5, 2010

New Approaches to Traditional Ideas

This evening I came across this video that premiered this week launching Mary-Kate and Ashely Olson's Spring and Summer collection of their clothing line "The Row." As a closet Top Model fan and communications nerd, I am fascinated by this promotion of a new clothing collection. Instead of only putting on a traditional fashion show, the girls opted to make a YouTube video. It's a very interesting business move, but an even more interesting (and hip) communications strategy.

*Just as a courtesy, please be advised that this video does contain some suggestive nudity.

What are your thoughts? Would you prefer to learn about new clothing collections from the runway and ultimately fashion magazines? Or do you like that it's here on YouTube for you to judge the designs for yourself?


  1. I like it! It's a good way to create a brand image and to stratigically reach its target audience!

    Plus, I think the clothes are cute ;)

    -Sarah Helfgott