Say the words “fashion show and a word that immediately comes to mind is “models. Whether it’s a girl so established that she can go by her first name alone or a fresh face on the runway, the models’ abilities to showcase a designer’s collection has the potential to make a great collection spectacular. In certain cases, a designer will feel that the look and attitude of a particular model embodies their collection so completely that they will book her to walk exclusively in their show during Fashion Week. Of course, there are innumerable problems that can arise in the moments before a show, and it is possible that with this in mind Target decided to create the first ever fashion show featuring holograms instead of models which took place this week.

The idea is intriguing but I find it hard to believe that the movement of a virtual model is comparable to a real person. Frankly, the novelty of the virtually constructed face and body detracts from the clothes themselves, which should be the focal point. And while everyone loves a flawless collection, it’s the pre-show rush to get everything perfectly in place that culminates in an indescribable energy that transfers to the audience, and that’s something that simply can’t be simulated.