Designer Alexander McQueen Live Streams His New Collection Online

British fashion designer Alexander McQueen is revolutionizing the way fashion is served to audiences. The designer is currently showing at Paris Fashion Week. McQueen's Spring Summer 2010 collection was streamed live today at 8:15 PM Paris time on his website www.alexandermcqueen.com. Due to overwhelming demand, however, many people were unable to connect. An apology message appeared on McQueen's website. Instead, the on-demand version was promised for 23:00 Paris time.

Despite technical problems, McQueen's decision to stream live is conventionalizing a developing trend in fashion. Previously fashion shows like McQueen's were closed to media and general public. Elite fashion editors, investors and famous clients used to be the only ones able to attend, leaving out a swarm of fashion blogers forced to watch runway shows on television screens in media tents.

But, with Alexander McQueens's decision to stream his show live, it is all about to change. Now, everyone interested in McQueens's brand -- from national TV to blogers to regular Internet users will have access. Of course, the move to stream shows live is also a smart marketing maneuver for McQueen. Greater online exposure of the brand is sure to translate into greater sales in today's Internet-focused society. At the time when fashion industry is facing gloomy economic prospects, the live streaming might help turn things around for McQueen and others who follow suit. Already, brands like Dolce & Gabbana, Burberry, Michael Kors, and Viktor & Rolf have experimented to some extent with live streaming. Louis Vutton will stream live this week at Paris Fashion Week as well.

Meanwhile, McQueen is making use of other interactive online tools. He is on Twitter -- in his feed McQueen World, fans can view twitpics of rehearsals and shows as well as read McQueen's own unedited comments.