Opting for technology over the tents, fashion designer Marc Bouwer turns to
the internet to showcase his collection in these tough economic times.

NEW YORK CITY, NEW YORK, UNITED STATES (AUGUST 28, 2008) REUTERS -
 The models pranced down the runway, the photographers were furiously
snapping away but unlike most fashion shows the room was devoid of an
audience. That's because fashion designer Marc Bouwer was taping his runway
show to premiere on the Internet more than a week later. Cost and reach is
what drove him to bypass the tents in favour of the net.
    "We can contain it here and we can put it out to a wide audience,
virtually stream it for millions of people worldwide to sit front row and see
the show. That's what you want to do, you want to get your brand across and
with technology why not do this? This is a whole new way of showing,"
said Bouwer.
    The collection, which features red-carpet worthy gowns in bright
colours with flowing trains and sunny one-piece swimsuits, was inspired by the
1970s. Bouwer imagined goddesses by the swimming pool, he said. 
    "The girls that I am basing this on are icons from the seventies
like Veruschka, Ursula Andress, Raquel Welsh - all these beautiful, sexy women
who weren't afraid to be sexy but they were really beautiful," said
Bouwer.
    Bouwer's gowns have long been a favourite of celebrities. His garments
have graced the bodies of Angelina Jolie, Beyonce Knowles, Charlize Theron and
more but the star of the show was model Lydia Hearst. Hearst is the heiress to
the Hearst fortune and great-granddaughter of William Randolph Hearst. The
model recently won the "Supermodel of the Year" award at the Michael
Awards in New York City.
    "Lydia Hearst just epitomizes goddess but she's very pretty,"
said Bouwer.  "She's sprite, she's nymph-like, she's not overtly sexy and
that's what I wanted these girls to just exude a sexiness but very pretty at
the same time because that's what makes them tangible and more accessible
-something to attain to."
    The 23-year-old model is the daughter of Patty Hearst who was kidnapped
by the Symbionese Liberation Army in 1974 and later joined their cause and
robbed a bank in their name. She said her mother is very supportive of her
career choice.
    "My mother actually did a couple of runway shows when I was
younger. She did Zang Toi and Thierry Mugler, which was my inspiration for
getting into modelling when I was a younger age," said Hearst.
    The Mark Bouwer Spring 2009 collection will launch on
www.marcbouwer.com on September 8th at noon.