Target Tries To Replace Runway Models With Holograms

Written by Evan Schuman
November 6th, 2007

In one of the stranger examples of retail technology, Target is deploying holograms to create a fashion show with no human models present. The live show will consist of images of clothing—with no models—dancing around on stage.

The streaming video of a rehearsal show that Target is sending around is more bizarre than anything else. If the intent is to focus on the clothes, this Target-supplied video seems to miss the point, as even the highbandth-version linked to here shows very little of the clothing’s detail. There’s also a very good reason why top fashion models make so much money. It’s the models that make the clothes look good.

This might—just might—make sense if they were displaying holographic models. But the video depicts headless (and handless) ghosts wearing the clothes. Not so sure why, but here it is.

""Everyone will have a front row seat at the Target Model-less Fashion Show, where the stars of the show are the clothes and the accessories," said Target VP Trish Adams in a statement. "This is the first time a fashion show will be completely produced with hologram technology, without models, without a runway and easily accessible to all fashion fans."


One Comment | Read Target Tries To Replace Runway Models With Holograms

  1. Karyn Says:

    This is a cool idea in theory, but I’m a bit surprised to see them take this approach. They successfully pioneered providing respectable fashion labels and affordability with lines from designers like Mossimo Giannulli and Isaac Mizrahi. These designers would be the first to tell you that a fashion show is just as much about seeing the clothes as it is about being seen at the show. It’s all about who is in the front row and who the designers speak with after the show. If everyone has a front row seat, then you loose the air of excitement and exclusivity of it all… a fashion faux pas for sure.


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