See by Chloé Debuts Digital Fashion Show

See by Chloe
Photo courtesy of See by Chloé
A look from the See by Chloé Fall 2012 collection.

First it was Prabal Gurung for ICB. Now, Chloé’s "little sister" brand is embracing the digital show space.

See by Chloé will be the second of fashion PR and production agency KCD’s Digital Fashion Shows, a new venture that allows brands to present their collections purely online. The event, which will debut the brand's Fall 2012 collection, also marks See by Chloé’s first-ever fashion show.

Though the show is recorded in advance, viewing will begin at 10:30 a.m. CET, or 4:30 a.m. EST. (Of course, for those stateside who prefer not to wake up at 4:30 in the morning, it will remain online for viewers to replay and review.) Images, including detail shots, and accompanying text will also be available immediately.

“We felt that given the new design approach we equally need to think of new ways to communicate our message,” said Chloé president Geoffroy de La Bourdonnaye in a release. “This platform allows us to do that and signals a significant change in the way in which See by Chloé is heading.”