Edinburgh Online Fashion Week, a Scottish first, announces schedule

Having until fairly recently ignored film as a medium, and having also been fairly late to the party in exploring the possibilities of the internet as a global communication tool, pledging loyalty to traditional magazine formats, fashion has of late heartily embraced both.

Prada release viral videos at the start of each season; photographer Nick Knight’s online film project Show Studio broadcasts work by a list of contributors that is basically a Who’s Who of the industry; and the live streaming of runway shows on sites like style.com is now the norm.

Among the most dynamic and interesting exhibits at the recent Edinburgh International Fashion Festival were films by designers Pam Hogg and Hussein Chalayan, and artist Ryan McGinley, who made a film with Tilda Swinton for Pringle of Scotland, and the Glasgow Film Festival now includes a fashion strand, which this year showed documentaries on Bill Cunningham, Diana Vreeland and Vivienne Westwood, among others.

Cue Scotland’s first online fashion week, coming to (or rather, streaming from) Edinburgh this October. Scotsman.com will be exclusively broadcasting the inaugural Edinburgh Online Fashion Week and can today reveal the schedule for the week.

EOFW will be broadcasting pre-filmed runway shows three times a day over five days, from Monday 22 October to Friday 26 October. Shows can be streamed via computers, smartphones or tablets as they are broadcast, or replayed at a time that suits the viewer.

EOFW director Gary Anderson said: “Fashion can sometimes alienate people if they are unable to attend events due to location, timing and financial restraints. We wanted to make our event accessible to everyone so we are using the internet to communicate with a much larger audience. Our audience are the people at home, on the bus and on their lunch break across the globe connecting with us on any internet device.”

Come to Scotsman.com on the dates below to see the shows.

Monday 22 October – Designer and high street

12pm: Jenners

Jenners may have had to relinquish its title of world’s oldest independent department store upon being acquired by House of Fraser in 2005, but it still stocks labels other HoF stores don’t, including Jean Muir, Ralph Lauren and Love Moschino.

2pm: Shhh…

Stocking avant garde designs by Kat Maconie, Chrissy Morris and Iris Van Herpen, shoes at this Castle Street boutique are usually only available to view by appointment.

4pm: House of Fraser

Labels you might see on show from the high street stalwart include Biba and DKNY.

Tuesday 23 October - Boutiques

12pm: Goodstead

Offering offbeat labels including Sessun, APC, Henrik Vibskov, Margaret Howell and YMC, this Rose Street boutique is the best in Edinburgh. One not to miss.

2pm: Kakao by K

This Thistle Street boutique specialises in Scandinavian labels like By Malene Birger.

4pm: Arkangel & Felon

This West End Village boutique stocks labels including American Vintage, Winter Kate and Paul Smith.

Wednesday 24 October - Boutiques

12pm: ALC

Newly opened on Thistle Street, now firmly established as a fashion destination, ALC Boutique is a denim specialist, stocking Hudson, Paige, Dr Denim and Paul & Joe Sister.

2pm: Eden Boutique

This Stockbridge shop stocks colourful European styles, with an emphasis on Spanish labels like Desigual and Hoss Intropia.

4pm: Those Were The Days vintage

Edinburgh’s most selective vintage shop has carried pieces from Chanel, Givenchy, Oscar De La Renta, Pierre Cardin, Valentino, Ossie Clark and Mary Quant. Expect a good show.

Thursday 25 October – Independent designers

12pm: Psychomoda

Bespoke creations in satin and tartan from established Edinburgh designer Alison Harm.

2pm: Tea at Aunties

Cute and quirky looks from local designers for Zooey Deschanel types.

4pm: Nicci N

Edinburgh designer Nicola Napier’s signature is her use of print.

Friday 26 October – Graduate designers

12pm: Jennifer Morris

Edinburgh girl and London College of Fashion graduate Morris makes use of silk and feathers in her flamboyant and colourful designs.

2pm: Fiona Somerville

Somerville is an Edinburgh College of Art graduate whose collections include lots of knitwear and lots of embellishment.

4pm: Maxine Miller

Miller recently graduated from Heriot Watt University after studying Fashion Technology, and uses laser cutting techniques.

If you want to join Edinburgh Online Fashion Week at the filming of their finale on 7 September, tickets are on sale at Edinburgh Online Fashion Week.