Fashion designer Peter Som made a statement this morning as he took a step forward and did something different.
Instead of presenting his runway collection - usually shown during the coveted time slot of 9 am on the first Friday of New York Fashion Week - Peter Som presented his Fall/Winter 2013 collection online at 9 am this morning at digitalfashionshows.com.
According to Som in a "Designer Inspiration" video, also found on digitalfashionshows.com, he wanted to show his Fall/Winter 2013 collection in a new way. Being able to present it online was an exciting way to do just that.
"It's also a way for me to really break down the four walls that a show is normally in and show it in a way that's cinematic and that's got so much more sensibility of a movie, really," Som said in the video.
Som sacrificed people attending his runway show Friday morning and all the excitement and energy that comes with presenting a collection during NYFW. However, Som told T Magazine, the New York Times' Style Magazine, that the benefits of having a fashion show online outweighs these sacrifices.
"It's a cross between a photo shoot, a music video and a fashion show, so I think that's more exciting for the viewer," he tells T Magazine.
When you watch the collection online, it really is almost like a music video; it's lively and fun to watch.
As you're watching models walk down the runway in Som's designs, you'll see under the video a description of what that model is wearing.
Som's collection portrayed a strong woman with deep wine-red lipstick who could be classy in black and white contrast, but also fun and bold in strong graphic prints, leopard prints, sequin detail and mixing a bright blue with orange.
Fur in Som's collection was shown in different colors - a navy fur jacket being my absolute favorite - textures, and an eclectic pattern. He also displayed fur on clutches in a vibrant hue of blue and an orange sorbet.
Though Som presented a bold woman, he showed off her femininity with bright acid-floral print dresses with a sheer organza ruffled skirt.
"This season, the Peter Som woman is a strong woman - she has a strength to her and kind of a real, bold sensibility and I really brought that through in the prints and patterns," Som said in the "Designer Inspiration" video.
Watch his Fall/Winter 2013 collection below or go to digitalfashionshows.com