Daily Front Row: High Fashion News to Your Nokia Device
by PeterKrass
It was Oscar Wilde – my idea of a stylish gent – who said, ‘One should either be a work of art, or wear a work of art.’
Those in the latter camp know that 9 – 16 September was Fashion Week here in New York. An estimated 230,000 fashion-industry insiders – designers, models, buyers, photographers, and others – have been gathering in the Big Apple to meet, greet and Tweet the latest styles.
Just in time comes Daily Front Row, a new mobile widget for Nokia devices. Essentially, it’s a mobile, pretty-in-pink version of the Daily Front Row website. Both the site and the widget serve up a chatty mix of news, gossip, shopping tips and more for worldwide fashionistas.
The Daily Front Row mobile widget is divided into three main sections: Runway, News and Video. News, in turn, is divided into four subsections: Chic Report, Scene, Obsessions, and The Fix.
The Chic Report includes short interviews (titled ‘A Moment with…’), photos, and more:
The Scene section features short takes from events around the fashion scene. One recent item spotlights the re-opening of Chanel’s boutique in New York’s Soho neighborhood with a photo of ponytailed Karl Lagerfeld:
The Obsessions section highlights the editors’ list of must-have style items. Recent entries include clip-in hair extensions, a Barbie doll shoe collection, and a new Kate Spade perfume. Each is described with a ‘What’ section, then explained with a section entitled ‘Why’:
The Fix is subtitled ‘news and scoops’. This means runway reviews, quick items about hot new models, even a few short Q&As.
The widget’s second main section, Runway, features new events and designer lines. The Event listing takes you to information about fashion shows in New York, Paris, Milan and elsewhere. The Designer listing lets you view the latest from hot new designer. You can also zoom in a particular outfit; below, a design from designers Sachin + Babi:
The last of the three main sections is Video. Here you can watch glossily produced videos, replete with snarky voiceovers, on such events as ‘your chic summer sex guide’, ‘Diane’s trip to the hospital’ – you know who Diane is, don’t you?! – and ‘freaks and chics on VF’s best dressed’.
In other words, the tone throughout is light, breezy and humorous. Punning titles are everywhere – a Fix item entitled ‘Biggie Smalls’, for example, is not about the late hip-hop artist, but instead one Joan Smalls, described as ‘modeling’s next superstar!’
Also, Daily Front Row lets you save some items as ‘favourites’. You can also share items with friends and colleagues via Facebook or text message:
Navigation is a breeze, thanks to an ingenious (if nonstandard) user interface design. To scroll through a document, you click on the upturned corners of the ‘page’ – the lower right-hand corner takes you forward, while the lower left-hand corner takes you back. Otherwise, it’s pretty much select a tab or text to view an item, and select X to close it.
Also, befitting the fast-paced fashion business, Daily Front Row is updated frequently. During my own tests, new items appeared nearly every time I returned to an earlier-viewed page.
To quote Oscar Wilde again: ‘It is absurd to divide people into good and bad. People are either charming or tedious.’ Check out Daily Front Row – it is definitely among the charming.
Daily Front Row is available now on Ovi Store for $1.99 (USD).







