Google is getting a makeover for September. The search engine will be displaying results differently for designer-related searches to better feature the brands and catwalk shows.
Designers themselves are very involved in choosing what appears on the site in order to promote their presentations and shopping locations (for those brands adhering to the "see now, buy now" schedule). Kate Lanphear, the former editor-in-chief of Maxim, assisted Google in its fashion facelift.
Some interface changes are already in use. For example, a search for "fashion week" brings up a new module that displays photos, videos and announcements by brands about their shows, which are either linked to their websites, or serve as stand-alone slides.
During fashion week itself, more details will appear, such as inspiration for collections and behind-the-scenes images. As the shows progress, users will also be able to search through street-style, catwalk, backstage and party images, thanks to partners like BFA and FirstView. Designers involved in the project so far include Marc Jacobs, Stella McCartney, Tom Ford, Christopher Kane, Prada, Burberry and Hermès.
Though this is the first time the in-depth search feature has been utilised for fashion week, Google has used it with other events before, including the Oscars, Coachella and, most recently, the Olympic Games. The initiative marks an increasing fusion of the fashion and tech worlds, following Instagram and Snapchat taking over Haute Couture Week in July.
Via Harper's Bazaar UK