Translated by
Nicola Mira
Sep 26, 2016
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Tidal: the new online venue for fashion shows?

Translated by
Nicola Mira
Sep 26, 2016

On 28th September, the second Fenty Spring/Summer 2017 collection created by Rihanna for Puma will be showcased live in Paris, and online too. The brand and the US artist, Fenty's Creative Director, decided to broadcast the event live (at 7.30 pm and 8.30 pm CET on Wednesday) on music streaming service Tidal.

The music streaming website is turning to fashion - Tidal

"Tidal subscribers and non-subscribers alike will be able to view the events at fenty.tidal.com and via the Tidal app, stated Puma. They will have access to exclusive interviews and backstage footage throughout the evening."

In just a few weeks, the company belonging to the Norwegian group of high-tech enterprises Aspiro has made an emphatic entrance into the fashion world. Before Fenty, it was Kanye West’s turn to unveil his Yeezy Season 4 collection on Tidal.

The streaming service is rooted in music. Through its website and app, Tidal offers a high fidelity music streaming service with high definition videos. The website boasts a catalogue of 40 million titles and 90,000 HD videos, available in 46 countries.

Fenty X Puma by Rihanna for Autumn/Winter 2016 - PixelFormula

But Tidal's main asset is its range of additional features. The website offers extra content, notably for new album launches, and is also able, via the Tidal X feature, to land fans right in the middle of their favourite stars' gigs. Besides live shows, Tidal also broadcasts backstage material and interviews for the big events.

With Kanye West and Fenty by Rihanna, Tidal is deploying its potential through pop stars who are engaged both in fashion and music. A way to win over the fashion show world?

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