Brides to Unveil New Digital Extensions | Adweek
Advertisement

Brides to Unveil New Digital Extensions

Advertisement

Condé Nast may have shut down two bridal books last week, but the company is pushing full steam ahead in servicing the betrothed on various digital platforms.

On Saturday, Condé’s Brides.com will stream live a four-hour runway show featuring the designer Priscilla of Boston’s fall 2010 collection. That live show, which begins at 7:00 p.m. EST, occurs amidst Brides.com’s planned extensive coverage of Bridal Fashion Week in New York, which begins on Friday. To assist in its streaming endeavor, Brides.com has tapped the Internet video technology provider Livestream.

Prior to the show, the site will also deliver a live, half-hour behind-the-scenes preshow which will include interviews with Priscilla of Boston designers, models and stylists conducted by Brides.com senior editor Anne Chertoff. Then during the runway show, users will have access to three live cameras which will capture model appearances and various backstage action. Plus, to complement the live streaming viewers will be able track user commentary through Facebook and Twitter.

In fact, Brides.com is planning to incorporate Twitter into several events during Bridal Fashion Week. For example, users will able to preview dress sketches from 30 different designers—who will produced corresponding “Twitter-grams” - i.e. 140 character descriptions of those new looks. Also, throughout Bridal Fashion week the site’s editors will conduct interviews via Twtitter, and will also tweet live from various runway events. Lastly on the Twitter front, users will be able to log in and follow all their favorite designers via a dedicated Brides.com Twitter feed.

Brides.com was originally launched to deliver original wedding-themed content—but also to serve as the online outlet for Condé Nast’s bridal magazines Brides, Modern Bride and Elegant Bride. Last week both Modern Bride and Elegant Bride were shut down, along with Gourmet and Cookie.