Courtesy Ralph Lauren

Lauren by Ralph Lauren is doing their very first runway show today for their spring collection, but not in the traditional format. Instead, they’re hosting an online presentation, complete with footage of models sashaying down the runway and a virtual audience of magazine editors, reports WWD. This is not the first time Ralph Lauren has chosen to show on the Web—they put on a virtual show for their Rugby brand in December. This time, Lauren is adding a social media element by allowing shoppers to immediately buy the looks shown as well as submit fashion questions to the editors in attendance.