How Justin Timberlake and Sony Wound Up at Fashion Week

Technology and fashion mixed–or tried to, at least–during William Rast’s New York Fashion Week show Wednesday night.

Sony (SNE) joined forces with the label by streaming his runway show on video site Vevo, projecting it on enormous Bravia screens and providing Vaio notebooks and “Bloggie” video cameras to reporters.

The commingling was perhaps better in theory than in practice. Plenty of flashbulbs popped, and others took photos with their iPhones and BlackBerrys, but few journalists and bloggers used the Sony-furnished devices. The event’s Twitter hashtag, “#WRastSony,” produced only a handful of tweets, with about half coming from the Sony Electronics account.

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