Instead of doing a show or presentation during New York Fashion Week, designer Reem Acra chose to produce a three-minute short film titled "Do You Love Me?," which expertly shows off the vampy mood of her Fall 2010 collection.
The clip opens with a dark-lipped model in an evening gown and feathered vest lying on a spinning wooden platform in a barren room, while giving the camera serious bedroom eyes.
Then the same model -- with fuzzy electrocuted hair -- pops up several times around the raw space wearing different looks from the new collection, which Acra describes as "Wednesday Addams having a playdate with Eloise."
The romantic autumnal looks -- which can be seen on ReemAcra.com -- include creatively draped, slightly oversized, off-the-shoulder dresses featuring rich embroidery, enlarged floral prints and thousands of sequins, all in a rich palette of black, navy, burgundy, mustard, iridescent olive green, silver and gold.
The film ends with the model, donning a scarlet pout, hooked up to a polygraph machine to see if she's telling the truth to the age-old question "Do you love me?" which flashes on the screen sporadically throughout the clip.
What her honest answer is, we may never know. However, we know ours would be a resounding "Yes!" if you were to ask us the same about Acra's nouveau goth short film.
Was Acra's film just as effective as a runway presentation? Let us know what you think in a comment.
And see which other designer opted for a video over a live show.