Google is going to look a little bit different throughout this upcoming New York Fashion Week, and it is thanks to Kate Lanphear’s expertise and skills in the field. Former editor-in-chief of Maxim, Kate Lanphear got tapped by the giant to lead the brand new Google Fashion Week search project, the results of which are already effective starting from today.
More stylish and infinitively more practical, Lanphear’s Google restyling will make the searching engine look as a sort of fashionist mecca for everybody, from those who head to Google to browse through the latest news, to those who can’t wait to take advantage of the long-awaited see-now-buy-now formula.
Part of Lanphear’s new search project allows more flexibility for the brands too, as they now have more control on how to promote their schedules, clothing proposals and shopping locations, as well as make it possible for their contents found on the search engine to appear more ‘human’ rather than robotic.
As reported by WWD, “the special Google fashion week content is accessible through Google Search on a mobile phone, and users can see the content by either searching ‘Fashion Week’ or ‘designer + Fashion Week’,” too. It will surely end up being extremely useful for anyone who is going to be busy jumping from one runway to another throughout the next weeks, not to mention those brands that are selling their products right after the show for the first time ever.
When looking for labels such as Burberry (which recently teamed up with Google for a video project in November), Marc Jacobs or Tom Ford on Google, customers will bump into Kate Lanphear’s human-curated contents, which will in return instantly direct us to videos, images, e-commerce shops and inspirations from the runway shows.
Kate Lanphear’s Google experiment is, of course, social-media-ready too, with relevant stories, feeds and posts from designers and influencers being instantly available as soon as we type our fashion-related keywords on Google. Having a glimpse of what’s happening backstage will be easier too, and such a lessening process between high fashion and customers will likely help the labels sell out their pieces even faster (as well as reach a wider audience).
You too, if you happen to be a street style enthusiast or part of the fashion industry world, could take advantage of Lanphear’s new project, as it indeed values creativity rather than algorithmic numbers.
As reported by Google’s product manager Cameron McKnight, Lanphear’s new look aims, in fact, to “bring fashion week to life in a new way,” with brands themselves being able to post all their contents through an experimental Google search product.
As for the fashion houses, the list includes up to 50 different labels, such as (aside from the aforementioned ones) Christopher Kane, Prada and Hermès.
Photo courtesy of NYTimes