Stella McCartney wants to "make a language" with the way she engages her fashion with the public.
The designer is keen to use all available technology to communicate her fashion with its consumers, and thinks it is shortsighted to have only a fashion show and leave it at that.
She told WWD: "It’s very funny, the industry. It seems very old fashion to me to look at it like, ‘We have a show in Paris and that’s that.
"To me, it’s sort of like in the day and age we live, I want to make my online shoot and look book look like a magazine. I want to make a language."
Stella – who is the official designer for the British Olympic teams for the London 2012 games – has also recently relocated in New York, closing her 14th Street store and moving to the SoHo district in Manhattan.
She explained: "The reality is our lease was up and we sort of questioned if we wanted to be down there or if we wanted to make a change, so we decided to come here.
"I’ve always loved SoHo. I love the Meatpacking, too, but I think it was the right time for us to move into this kind of position. Maybe a little more grown up and taking it to the next level really in terms of our neighbours."
Stella’s new store launch included a long banquet table decorated with ice sculptures of the Empire State Building and Brooklyn Bridge, complete with a moat filled with toy boats.