Calvin Klein is the next brand to expose a runway presentation to the masses. This Saturday, the company will feature its Spring 2011 show on the LED screen in Milan’s Piazza Duomo. While the runway show will take place earlier in the day, the projection will be aired at 7:30pm; perhaps not to interfere with any World Cup games.
This is not the first time we’ve seen runway broadcasts for the public. Last season in New York, Alexander Wang projected his Fall 10 show on the American Eagle Outfitters billboard in Times Square.
While Wang’s projection generated a lot of buzz and probably confusion from tourists, I think Calvin Klein’s initiative might make a bit more sense since it’s a household name as opposed to Wang, who is still building his empire. While I’m sure only a very small percentage of viewers will actually buy into any designer collection, Calvin Klein has SO MANY licensed products. I’m sure the brand exposure on an LED screen in Piazza Duomo will ultimately be great for products like fragrances or underwear, without the mention of either on the big screen.