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To help draw attention to the ads, the models are wearing nothing more than Fango, applied to their chests, arms, legs and backs.
"Consumers will again be able to download the music, buy the nail polish the models are wearing and click on the clothes to recolour them and pre-order them," says Cooke. "This has the potential to be digital wildfire".
For a fashion critic sitting by the catwalk, there are no crib sheets, no introductory notes, no labels, no explanatory context for the clothes the models are wearing as they pass by – it's the visual equivalent of a cold call each time.
In terms of advertisement images, the researcher collected images from online advertisements and catalogues where models are wearing the products.
Despite the supposed commentary on "sex sells" and the intended non-pornagraphic nature of the photos, it's still extremely difficult to see the Eckhaus Latta clothes that the models are wearing.
I want to see what all the models are wearing; I want to see how they look in stockings that would make my thighs look like sausages and garter belts that would give me a muffin top.
Similar(47)
(At Fendi's Milan show later that month, all the models were wearing faux Mohawks).
And the models were wearing sweaters wrapped like mushroom-shape turbans on their heads.
All the models were wearing what an untutored visitor from middle America might have called loud knee socks.
That was last season's look, judging by the fact that Ms. Kerrigan's assistants, and not her models, were wearing them at her show.
But there were some intriguing additions, like finger jewelry that was that the "models" were wearing when they were chosen off the street.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com