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Yahoo Ryot Lab, the innovation partner for New York Fashion Week: the 2021 shows, works with IMG and top fashion designers to create extended reality content experiences that add a multidimensional lens to their collections. Rebecca Minkoff is the first featured brand linked to the company’s Spring / Summer 21 collection. To explore some of the looks of augmented reality, click the play button below. On the desktop, use your mouse to view the outfits from different angles. On mobile, move around your space for a 360-degree view.
Rebecca Minkoff’s name was put on the map in 2001 when actress Jenna Elfman wore a Minkoff-designed “I Love New York” T-shirt on late-night television. Now, two decades later, the designer is a household name for her watches, shoes, clothing, and the iconic Mini MAC shoulder bag. Ahead of her New York Fashion Week showcase on Tuesday, she tells Yahoo Life that she’s not nearly done reinventing herself.
“You have to be fast, agile and flexible,” she explains of her development as a designer.
This year, especially with the coronavirus pandemic impacting industries across all walks of life, Minkoff faced the ultimate challenge of reconnecting with her customers who no longer saw her collections in showrooms and stores, but experienced them. at home.
“It was the toughest and one of the most inspiring years,” says Minkoff. “As the founder of your business, you can have what seems like the worst thing to happen as the founder of your business and come back, rally the team in a way that blows you away and come away having a deeper understanding of your customer, your business – what works and what doesn’t. “
When it comes to New York Fashion Week, the designer has maintained this mindset.
“We’ve always let our consumer attend our shows, invited them, celebrated them,” she explains, “so this year and the last show was obviously a lot harder to do, knowing that the capacity and the rules in terms of security are fair. much more rigorous. “
While Minkoff was able to bring her spring 2021 collection to life with a showcase in New York on Tuesday, she talks about the importance of innovating when it comes to delivering this collection directly to the consumer – especially in these days of isolation. “We want to give a much more immersive view of the collection in a way that would have been experienced in person but can’t anymore,” she says, noting that social media and different immersive technologies allow her to do so. But it wouldn’t be the first time that it incorporated new technologies into its brand.
“I think the pandemic has accelerated consumer adoption of a lot of things,” she says. “Years ago we had QR codes in our bags that were going to unlock experiences and rewards and the consumer was just like, ‘What is a QR code?’ And now they’re on every menu and you see widespread adoption and use of them. “
Luckily for brand Rebecca Minkoff, the designer says she has learned to view the pandemic as “just another opportunity” to examine the brand’s existing relationship with the consumer and explore ways to innovate. Minkoff takes a similar approach when it comes to expanding the brand’s offerings.
“You want to have a solid foundation of handbags and commodities that people come back to you time and time again,” she says in reference to her remarkable shoulder bags. “Then you absolutely have to iterate and have the fashionable which is a fun surprise and an overlay on the core.”
With her latest collection, supposedly inspired by the juxtaposition of spring flowers and the downtown edge of Minkoff’s New York home, the designer seems to have achieved just that.
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