And probably no chance of any models taking a tumble.

For Target, which has a history of constantly reinventing themselves by collaborating with high fashion designers, the virtual runway shows are proof of how important they feel it is to stay ahead of the other retail competition. Doing something as futuristic as a 3-D fashion show is guaranteed to generate media attention, whether or not the show is a success. I also found it fitting for target, a brand of the everyday American, to choose a high-traffic, urban commuting zone like Grand Central Station. It takes the elitism out of the normal runway shows and brings fashion directly to the people. Target, a discount store, has always prided itself on good quality at a reasonable price, and the hologram runway show serves to further their brand image. They are ahead of their competition, but still a brand for the masses. It is too soon to tell how the fashion world will perceive this show but this could be a step in the direction of fashion’s future.