Daily Front Row

2012 February 7

Milk Studios' Made Fashion Week Gets App-ed Up

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Anna Wintour and Steven Kolb at Milk...Can start using the Made Fashion Week mobile app this Thursday!
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(NEW YORK) Making the trek west for the spate of shows housed in Milk Studios this season will come with a welcome respite for the tech-savvy, brutally over-scheduled editrices among us, thanks to the Made Fashion Week mobile app for iPad, iPhone, and Android. The nifty invention, unveiled at an on-site breakfast this morning, harnesses technology that picks up on sound waves decimating from the many runways housed in the Chelsea venue. The sounds, which are undetectable to the human ear, will immediately transfer shots of the Fall 2012 looks trotting down the runways to one's phone or tablet, shot in real-time by the photogs on site, along with the designer's name, bio, and contact details.

The technology, developed by Sonic Notify, will use its tagline of "creating media with presence" to curb the chaotic frenzy of note-taking, photo-snapping, tweeting, Tumbl-ing, et al. that the stylish masses engage in season after season. But before the NYFW crowd takes on the app this week, the city's music set took it for a test run at October's CMJ Music Marathon, snapping up playlists as quickly as the DJ could spin them via Spotify and Turntable.fm, according to the Times. Of course, the ultimate objective isn't a less stressful experience in the front row. The location-aware technology offers a lucrative approach for advertisers to reach fans in their engaged elements, from an epic sports game to a raucous concert. But anything that makes the trek west worthier, and the job easier, non? 
ALEXANDRA ILYASHOV