Models walk on water as Ralph Lauren creates the worlds first 4D show

Generating mixed reactions within the fash frat is Ralph Lauren’s 4D fashion show which marked the opening of the brand’s first ever Polo flagship store located at New York’s well known Fifth Avenue. Changing the pace from the traditional runway shows that we’re used to (especially since NYFW is in full swing) Lauren delivered a virtual fashion show projected onto a 60ft tall water screen at Cherry Hill (That’s Central Park for you New York novices) featuring outfits from the spring 2015 collection. This is the designer’s second time attempting a 4D show, the first was in 2010 at Madison Avenue where the 4th dimension of the show was scent (the brand’s fragrances were used to introduce a multisensory experience).

The urban backdrops used in the virtual show reflected the modern aesthetic of the collection, “I really wanted to do something big for the new Polo Women’s brand — something set in the city — that felt modern. We returned to Central Park, a place I love, and captured the spirit of Polo with a truly innovative mix of fashion and technology,” said Ralph Lauren.

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Some loved how Lauren is leading his brand into a more contemporary direction, others felt the brand’s old school American style is better suited to a traditional runway, especially given that the water screen made for a show full of ripples and disturbances that didn’t allow the details of the outfits to shine through. Our verdict? We love the cool new way to display the collection and we give the brand two thumbs up for trying something new. But we’re not going to squint to identify colors and fabrics; is that chartreuse or lime green? Crepe or calico? We need hi-res lookbook images in our inboxes, stat!

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[Via – Pursuitist]