Special Fashion Week Content Delivered Through Google Search

Special Fashion Week Content Delivered Through Google Search
Maghan McDowell
For the second season in a row, Google is getting friendlier with fashion week, but the focus this time is more on content and less on commerce. This season, designers and brands including Louis Vuitton, Gucci, Burberry, Marc Jacobs, Calvin Klein and others have signed on to post fashion week content directly to Google Search during fashion shows in New York, London, Milan and Paris. In a feature that was piloted during New York Fashion Week last season, designers will share information before, during and after the shows. Marc Jacobs, Carolina Herrera and Proenza Schouler have already started sharing content. Google is scrapping any shoppable elements in the Search feature to focus on what it found to be the most useful tools. This go around, the search giant has added a partnership with Launchmetrics and GPS Radar to show runway photos in real-time. Additional fashion week content — which appears when users type "Fashion Week" or a related topic into Google Search — includes street style and party photos from photo agency BFA. In September, Google unveiled the first iteration of this feature, for which it commissioned former Maxim editor Kate Lanphear to act as consultant. Lanphear also worked on the project this season. The first

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