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Why Livestreaming Is the Future of Fashion Week

Fashion Week used to be a walled-off industry gathering. No longer.

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Don’t have a ticket to New York Fashion Week? No problem. While some 100,000 people attended last September’s shows, 2.6 million livestreamed them instead.

Ever since IMG, which owns NYFW, began streaming shows in 2011, viewers have been tuning in in droves. “Streaming has become an important part of how consumers understand brands,” says Matt Edelman, IMG’s head of digital operations and marketing solutions. “It gives designers remarkable reach to audiences and helps build trust. It also generates a unique way to excite them beyond in-person experiences.”

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This article originally appeared on Recode.net.