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Saturday, November 21, 2009   46º F

09/14/2009 04:31 PM

Fashion, Style Hit The Virtual Runway

By: Adam Balkin

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With Fashion Week in full effect, technology is helping to bring fashionistas of all ages closer to the action. NY1's Adam Balkin filed the following report.

It used to be to participate in Big Apple fashion as something other than an observer you had to either be a world-famous designer or 6' 11" and weigh less than a pair of wet sneakers. But this time around, thanks to technology, you can sorta-kinda make it to the runway.

Take the soon-to-be released Nintendo DS game Style Saavy. Users create a virtual boutique for outfitting virtual customers and competing in runway competitions. And soon after it launches, for around 30-bucks, gamers will be able to download, for free, designs like these from Charlotte Ronson.

"There's tons of fashions already in the game from jackets to boots to accessories, but through our great partnership with Charlotte Ronson later this year players will actually be allowed to download five items from her fall collection and be able to purchase them for sale in their stores," said Katie Cray of Nintendo.

Another designer using video games to extend her brand awareness is "Project Runway" finalist Jillian Lewis. She gave a preview of her runway designs to users of the mobile, online, social networking virtual world Cellufun who can now, for a few bucks each, buy those fashions for their virtual selves.


"I just thought it was the perfect way to just reach a broader audience," Lewis said. "I was on 'Project Runway' and my final collection was shown to five million people, and when I found out eight million people would be accessing my designs through the Cellufun community I was really excited."

So you can mess around with some of the trends being made here, virtually, through video game characters, you can also mess around with some of the trends being made here, virtually, on yourself.

DailyMakeover.com has a Virtual Makeover Studio which allows you to upload your own picture and try on thousands of looks shortly after being shown on the runway.


"We are the only to bring Fashion Week into the virtual makeover wold and we are masking looks right off the runways," said Rachel Hayes of dailymakeover.com. "We'll have about a dozen to 20 of the top looks from Fashion week to try on in the virtual makeover studio by the end of fashion week."

The virtual makeover is free to try, though you will need the $15, three-month membership to access premium cosmetics and features such as saving the looks you create for yourself which may or may not be such a great idea.