Target's clothes speak (and walk) for themselves

Updated: October 29, 2007 - 8:19 PM

0
comments
resize text
print
buy reprints

Tweet
share

email
Email share

your name

your email

recipients email

+ add a comment add a comment

In Target's never-ending quest to be hipper than the competition, the retailer plans to showcase its fall and winter designer apparel in a spooky sort of fashion show: Clothes and accessories will dance and prance their way down the runway sans models -- and sans apparel.

Instead of real models or clothing, the retailer will stage the show using holograms -- two-dimensional images that give the illusion of having three dimensions. The holograms will be projected in a section of Grand Central Terminal in New York City on Nov. 6 and 7. To widen the audience, Target plans to post a video of the show on YouTube, Facebook and Target's own website.

"Our advertising campaign is all about style for less, so this is a fashion show that is model-less," says Laura Sandall, Target's director of events marketing and publicity.

The show will feature 35 looks for men and women from Target's stable of designers, including Isaac Mizrahi and maternity-wear maker Liz Lange.

There is no guarantee the holographic technology will suit the fashion theme, however. Disembodied clothes and accessories rocking down a virtual runway will no doubt get noticed. But in a good way?

"I hope it won't creep people out," Sandall said. "We hope this is a fresh and exciting way to give a broad audience a front-row seat at a fashion show."

WALL STREET JOURNAL