HP and Tam collaborated again to create the new look in digital clutch chic
Fusing the worlds of fashion and technology, HP laptop battery today announced with Intel a product integration with Lifetime Television’s hit show “Project Runway” that makes HP’s touch-enabled PCs and notebooks an integral part of the creative process throughout the show’s new season.
Contestants will, for the first time in the history of the series, have the option to use computers to sketch designs and inspire their work. “Project Runway” season seven will premiere Jan. 14 at 10 p.m. ET/PT on Lifetime.
“Technology is what’s next in fashion design. Forward-thinking designers are exploring new ways to use technology in the design process,” said Barbara Schneeweiss, vice president of Production and Development for TV and Feature Film at The Weinstein Company.
“We are excited about HP’s new technology and think it will add a great new element to this season of Project Runway,” said JoAnn Alfano, executive vice president of Entertainment at Lifetime Networks.
Throughout Project Runway’s seventh season, viewers can expect to see some designers trade in traditional sketchpads and pens for HP PCs with Intel® processors that give them greater freedom to experiment with design mock-ups for each challenge.
HP has been at the forefront of fusing fashion and technology since unveiling the HP Mini Vivienne Tam “digital clutch“ notebook on the catwalk of Tam’s 2008 fashion show at New York Fashion Week in Bryant Park. Models walked down the runway with the peony-adorned Minis at hand, a first on an American runway.
Last September, HP and Tam collaborated again to create the new look in digital clutch chic. The design reflects Tam’s Spring 2010 collection, inspired by the classic Chinese love story, “Butterfly Lovers,” a beautiful tale of freedom, romance and inspiration. The Butterfly Lovers digital clutch is expected to be available this spring with the rest of Tam’s collection.