Sony Has a Weird Marketing Gimmick Planned for Fashion Week

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Can't you just see it? Photo: Courtesy of Uniqlo

During Fashion Week, Sony will send models and dancers to the tents and cafés in hipster neighborhoods with little Vaio laptops. They'll spend five to seven hours a day walking around New York, making robotic movements, and checking their Facebook pages in various locales, wearing spring 2009 designs by designers like Elise Overland and Cushnie et Ochs. Sony isn't worried about them being cold, though. “They’re going to be inside” most of the time, a Sony rep noted. Sigh. [Heard on the Runway/WSJ]