wwd.com – LG FOMO Channel Debuts with Balmain’s Spring 2021 Paris Runway – WWD

Balmain's latest Paris runway ushers in a new TV channel from LG, with a short film all about Lady Gaga's '911' music video to follow.

Page Meta Tags

viewport width=device-width
description Balmain's latest Paris runway ushers in a new TV channel from LG, with a short film all about Lady Gaga's '911' music video to follow.
keywords
news_keywords balmain, Fashion, lady gaga
cxenseparse:pmc-lob wwd
cxenseparse:pmc-page_type article
cxenseparse:articleid 1234648597
cxenseparse:author Adriana Lee
cxenseparse:pmc-category Technology
cxenseparse:pmc-over_1_year no
cxenseparse:pmc-page-subtype
cxenseparse:pmc-post_type post
cxenseparse:recs:publishtime 2020-10-28T15:26:44
cxenseparse:pmc-tag balmain,Fashion,lady gaga
cxenseparse:title LG FOMO Channel Makes Debut With Balmain’s Spring 2021 Paris Runway
cxenseparse:pageclass article
cxenseparse:pmc-vertical business-news
cxenseparse:pmc-is_free no
generator WordPress 5.5.2
author Adriana Lee
theme-color #fff
apple-mobile-web-app-capable yes
mobile-web-app-capable yes
apple-touch-fullscreen YES
apple-mobile-web-app-title WWD
application-name WWD
robots max-image-preview:large
content_type Article
post_id 1234648597
title LG FOMO Channel Makes Debut With Balmain’s Spring 2021 Paris Runway
published_at 2020-10-28 15:26:44
image https://wwd.com/wp-content/uploads/2020/10/12.-balmain.jpg?w=300&h=200&crop=1
tags lady gaga
topics Technology
verticals Business
body Balmain’s spring 2021 runway show lives again, courtesy of LG Electronics.
To tout its line of OLED smart TVs, the tech giant has launched a LG FOMO Channel — short for “Fear of Missing OLED” — and its inaugural programming features a rebroadcast of the design house’s latest show at Paris Fashion Week. Viewers get a front-row perspective of the event, which itself was a collaboration between LG and Balmain, with LG screens physically lining the front rows.
Familiar faces dotted the virtual audience, including Usher, Megan Thee Stallion, Claudia Schiffer, Cara Delevingne, Kris Jenner, Milla Jovovich, Jennifer Lopez and Anna Wintour, to name just a few.

“Of course, I would say there is nothing better than the energy of a live show. Being part of a present, but at the same time living in a future,” said Balmain’s Olivier Rousteing in one scene narrated by the creative director. “And the most important is the audience, because the audience is the most amazing part and the most important part of the energy of the show.
“But I think during this difficult time, the technology is really helping us to create a really new reality,” he said.
In a socially distant world, tech makers, creatives and live event producers have been testing different ways of using technology for virtual shows or even channeling live audiences, from Zoom-like displays with multiply split screens to individual electronic stand-ins beamed in via video. Here, the LG screens flanked the runway, allowing celebrities and fashion luminaries to virtually join the live attendees, which numbered as many as 500 people.

The FOMO Channel offers viewers an up-front look at the show, plus exclusive behind-the-scenes footage and interviews.
“The entire behind-the-scenes piece that was [filmed] for us is narrated by Olivier, his own words and the story of not just his collection, but how technology fits into how he sees this new world, this new normal,” Peggy Ang, head of marketing at LG Electronics USA, told WWD.
The channel launches with Balmain, followed by a new short film starring Lady Gaga in a couple of weeks. The video will feature an exclusive video edit from her “911” music video and bonus footage, including behind-the-scenes commentary from director, producer and screenwriter Tarsem Singh.
“For '911,' Tarsem and I worked with the LG OLED TV technology team to create an alternate version of the short film and an exclusive visual experience for their FOMO Channel, that was made to push the boundaries of the visuals and deliver the vibrant colors, dramatic blacks and infinite contrast the way we envisioned them,” the Grammy Award and Oscar-winning artist explained in a statement.
Therein lies the motivation for the electronics conglomerate’s push into entertainment and content. The tech maker isn’t interested in just any programming, but specifically pursuits that rely on vivid, bold aesthetics.

“We were trying to figure out, as a company, how do we tap into a cultural zeitgeist with a target audience, but at the same time, be able to tell the LG OLED story in a unique and compelling manner?” said Ang.
As for why LG started with fashion, she explained, “It’s a highly visual medium — you talk about colors, you talk about contrast, it’s there. It is also a narrative.…It’s about visionaries’ aesthetic. It’s a point of view of what’s next, what’s the future. And so, for technology brands, we’re always trying to break the barrier of what’s next, what can this technology deliver that the content provider can actually showcase and fulfill.”
The channel’s FOMO name, an obvious play on the slang for “fear of missing out,” also seemed like a perfect fit encapsulating the spirit of the project. This concept led LG to “create a channel where we can provide best-in-class content creators and cultural insiders,” she explained.
The company aims to fashion itself into a cultural center of gravity, not just as a branding ploy, but in a way that highlights its technical expertise. For instance, its acclaimed OLED display technology is clearly the heart of its programming choices, and its chops as a web OS-powered smart TV platform provider similarly drove the decision to launch a new livestream shopping app for its televisions.
As for where it goes from here, plans are in the works for more FOMO content from LG’s continued partnership with Balmain. LG is also exploring programming that could expand the channel’s scope of fashion and music videos to new areas like dance or sports — and any other highly visual areas that would benefit from some eye-popping visual tech.
Read more: 

LG’s Livestream Shopping App Brings QVC, HSN to Smart TVs

Balmain RTW Spring 2021

WWD Report Card: Lady Gaga's VMAs Reign

onesignal wordpress-plugin
twitter:text:title LG FOMO Channel Makes Debut With Balmain’s Spring 2021 Paris Runway
twitter:image https://wwd.com/wp-content/uploads/2020/10/12.-balmain.jpg?w=640&h=415&crop=1
twitter:image:alt Balmain's Olivier Rousteing at Paris Fashion Week, set against a virtual front row equipped with LG displays.
twitter:card summary_large_image
twitter:site @wwd
twitter:title LG FOMO Channel Makes Debut With Balmain’s Spring 2021 Paris Runway
twitter:description Balmain's latest Paris runway ushers in a new TV channel from LG, with a short film all about Lady Gaga's '911' music video to follow.
msapplication-tileimage https://wwd.com/wp-content/uploads/2018/06/a9597fffaf6885dd6f870d1269ef3b72.png?w=128

Page Headers

0 HTTP/1.1 200 OK
Server nginx
Date Mon, 16 Nov 2020 14:49:24 GMT
Content-Type text/html; charset=UTF-8
Content-Length 398451
Connection close
X-hacker If you’re reading this, you should visit wpvip.com/careers and apply to join the fun, mention this header.
X-Powered-By WordPress VIP
Host-Header a9130478a60e5f9135f765b23f26593b
X-UA-Compatible IE=Edge
Content-Security-Policy Array
Content-Security-Policy-Report-Only default-src data: ‘unsafe-inline’ ‘unsafe-eval’ https: blob: http://*.files.wordpress.com wss://wwd.com; report-uri https://pmcuri.report-uri.com/r/d/csp/reportOnly
X-Frame-Options DENY
Link Array
X-rq dca8 112 183 3085
Age 0
X-Cache hit
Cache-Control private, no-store
Accept-Ranges bytes
Strict-Transport-Security max-age=86400

Keyword Frequency

fashion 26
wwd 20
rsquo 18
lg 17
with 17
spring 16
amp 14
balmain 12
ldquo 11
rdquo 10

Keyword Cloud

LG FOMO Channel Debuts with Balmain s Spring Paris Runway WWD X logo search Close SUBSCRIBE TO Fashion Trends Features Scoops Designer amp Luxury Ready-To-Wear Sportswear Intimates Activewear Textiles Denim Street Style Business Wardrobe Peer-to-Peer Rental Marketplace Acquires Rent My Accelerating the Growth of Female-Led Businesses Delivery App FastAF Expanding to New York as Part Plans Reda Digital Native Tailor Lanieri Financial Government Trade Mergers Acquisitions Legal Human Resources Marketing Promotion Retail Markets Media Beauty Inside Dior in Bloom Latest Book on Christian Peace Out Skincare Partners With Trevor Project By The Numbers Week Big Salt Straw Releases Fragrance That Smells Like Their Ice Cream Shops Skin Care Color Cosmetics Hair Men Collection by Michael Strahan Be Sold Wearhouse Fay Archive Unveils Logo Storytelling EXCLUSIVE Launches Tailoring Capsule Line Tailored Brands Chapter Confirmation Plan Approved Lifestyle Clothing Furnishings Missoni RTW Wed Proenza Schouler Roland Mouret Ready-to-Wear Resort Bridal Fall Couture Collections Pre-fall Accessories Pierre Hardy Collaborates Artist Shinsuke Kawahara What Does a Handbag Brand for Busy Lifestyles Do Pandemic Repossi Outfits Monaco Store Wood Interior Carolina Bucci Jewelry Audemars Piguet Footwear Handbags Leather Goods Watches Eyewear Hats Gloves and More Eye Report Card Eternal Chic Princess Diana Jackson Blends Alexander McQueen Radiohead Debut Album Jessica Henwick Gets Through Matrix World Coalition Homeless Launching Limited-Edition Plates Parties People Real Estate Dirt Video Fairchild Live Shop Studios Follow Us twitter facebook Instagram LinkedIn Advertise About Terms Use copy Copyright nbsp Penske Corporation Today Daily Sections Welcome AccountSubscribeLog InLogout TIPPING POINT Schools Stores Navigate Shifting Gender Norms clock h bull Miles Socha Thom Browne Footprint Significantly Jean E Palmieri Designers Name One Thing They Wish d Invented Staff Sponsored Hand Ghluv Technology Makes Balmain’s latest runway ushers new TV channel from short film all about Lady Gaga’s music video follow Adriana Lee October Share This Article Reddit WhatsApp Email Print Talk Olivier Rousteing at set against virtual front row equipped displays Courtesy photo rsquo spring show lives again courtesy Electronics To tout its line OLED smart TVs tech giant has launched mdash ldquo Fear Missing rdquo inaugural programming features rebroadcast design house Viewers get front-row perspective event which itself was collaboration between screens physically lining rows Familiar faces dotted audience including Usher Megan Thee Stallion Claudia Schiffer Cara Delevingne Kris Jenner Milla Jovovich Jennifer Lopez Anna Wintour name just few Stephane Feugere Of course I would say there is nothing better than energy live Being part present but same time living future said one scene narrated creative director And most important because amazing But think during this difficult technology really helping us create reality he In socially distant world makers creatives producers have been testing different ways using shows or even channeling audiences Zoom-like multiply split individual electronic stand-ins beamed via Here flanked allowing celebrities fashion luminaries virtually join attendees numbered many people View Gallery Related First Ladies Years wide view offers viewers an up-front look plus exclusive behind-the-scenes footage interviews entire piece that filmed his own words story not collection how fits into sees normal Peggy Ang head marketing USA told launches followed starring Gaga couple weeks will feature edit her bonus commentary producer screenwriter Tarsem Singh For worked team alternate version visual experience their made push boundaries visuals deliver vibrant colors dramatic blacks infinite contrast way we envisioned them Grammy Award Oscar-winning artist explained statement Therein lies motivation electronics conglomerate entertainment content maker isn t interested any specifically pursuits rely vivid bold aesthetics MTV VMA awards last month We were trying figure out company do tap cultural zeitgeist target be able tell unique compelling manner As why started she It highly medium you talk it also narrative hellip visionaries aesthetic point what next so brands re always break barrier can provider actually showcase fulfill obvious play slang fear missing seemed like perfect fit encapsulating spirit project concept led where provide best-in-class creators insiders aims center gravity branding ploy highlights technical expertise instance acclaimed display clearly heart choices chops web OS-powered platform similarly drove decision launch livestream shopping app televisions goes here plans are works more continued partnership exploring could expand scope videos areas dance sports other benefit some eye-popping Read Livestream Shopping Brings QVC HSN Smart VMAs Reign balmain lady gaga load comments blog powered Disqus Essentialist Must Are Face Masks Pointlessly Gendered FREE ALERTS NEWSLETTERS Please fill field valid email address Sign Up subscribing agree our Privacy Policy Social Studies wwd Global Stock Index Page right arrow From Our News Walmart Resumes Counting Customers Amid Surge COVID- Cases Virtual Apparel Summit Sourcing Journal Nostalgic Details Top Cotton Incorporated Forecast Sportico Ryan Reynolds Rob McElhenney Win Welsh Club Test Value ArtNews Case Smithsonian American Latino Museum Italy Answer Banksy Morning Links November Know Before Anyone Else NOW down caret Advertising WWDMagic Subscribe California Rights AdChoices EU Preferences PMC Not Sell Personal Information Customer Service FAQ Accessibility Chat newsletters Get top news stories alerts straight your inbox Invalid ad Try Again Verify it’s help keep account secure please log-in Dismiss Log-In log You no longer onsite organization assistance contact corporate administrator Looks don active subscription Logout