The online space is not just a sales channel - fashion chain Witchery has capped a digital first.
The retailer live streamed its spring/summer 2014 collection show for the first time when it debuted on July 23.
The event was staged at Sydney's Carriageworks with 250 fashion media, celebrity and fashion figures in attendance.
The live stream is part of a growing digital strategy for Witchery, which replaced its autumn/winter windows with bloggers instead of models this year.
The 'New Mood' summer collection showcased 65 key looks from August, September and October drops across men's and women's wear.
Editors from Harper's Bazaar, Vogue and Elle attended the event, along with celebrities and members of The Witchery Style Collective.
The Collective is a brand ambassador program including bloggers Lindy Klim, Nadia Bartel and Claire Fabb.