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HindustanTimes Sat,20 Sep 2014

Google glasses: New trend on the runway

AFP   September 10, 2012
First Published: 14:26 IST(11/9/2012) | Last Updated: 14:27 IST(11/9/2012)

DVF has resuscitated the age-old adage 'beauty is in the eye of the beholder' by launching mod-con eyewear with 'all the better to see you with' appeal. Google Glass prototypes got the royal treatment on Sunday, making an appearance at the much-awaited Diane Von Furstenberg runway show.

Channelling 'geek attitude' to full effect, models dressed in boho-luxe ensembles and the designer herself nonchalantly sported the online search engine's Glass Explorer Edition specs.

"I am so excited to introduce Glass to the fashion world and use this revolutionary technology to give everyone a unique perspective into fashion," enthused the seasoned fashion designer and The Council of Fashion Designers of America's President. DVF was joined by be-spectacled Google co-founder Sergey Brin for the runway finale who added “Beauty, style and comfort are as important to Glass as the latest technology. We are delighted to bring Glass to the runway together with DVF.”

The designer promptly took the trend viral by filling her Facebook page with exclusive backstage photos shot by her army of Google Glass-wearing models.

The glasses weigh less than most glasses and feature a touch pad for control, a built-in camera and camcorder, speaker, mic, multiple radios and an information display positioned above the eye out of the line of sight, enabling hands-free smartphone access.

DVF's collaboration with Google marks yet another foray into the digital world by the fashion industry which has been widely embracing online technology for several seasons. To promote brand awareness and generate web traffic, luxury labels are connecting more than ever before with remote users via live-streaming on their websites or encouraging interaction via runway-side tweets.

Diane Von Furstenberg is said to be a self-confessed 'techie.' She is never without her iPad, and even designed a special handbag a couple of years ago to carry her prized gadget. Whatever next? A DVF Google glasses case...

At $1 500 a pop, the titanium-framed futuristic glasses are pricier than most designer shades. A consumer version is due to go on the market in 2014. Meanwhile, Google is reported to be exploring models for glasses-wearing users.

On Thursday, DVF and Google will release a video of the project on the DVF Google+ page and Google’s YouTube channel. The video will feature a behind-the-scenes look at the Sunday's DVF show shot through the glasses worn by the models.


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