Designer Gareth Pugh thought outside of the box when it came to his spring 2011 collection.
Rather than putting on another boring runway show, editors were shown an amazing 11 minute film with Kristen McMenamy modeling his newest designs.
He explained to the New York Times why he chose technology over tradition:
"With a show, a lot rides on that very small amount of time and the whole thing comes down to image. If a model trips or has a problem with shoes, that is the thing that endures. It is liberating for a designer not to have to worry about a show. You can get the models to be even more expressive and do it all in a more concise way…I follow my own heart and I hope that if I am successful, film can become an alternative to showing clothes."
When you think about it, all the fashion shows eventually end up on the internet anyway.
Think it'll catch on???