Watch See by Chloé's autumn winter 2012 digital fashion show

Any dedicated followers of fashion will know that we are at the final hurdle of the current crop of fashion weeks. First New York, then London, then Milan, and now Paris, where a heaving crop of fashion bloggers, journalists and editors will soon be craning their necks for the best view of the latest shows by Dries Van Noten, Rochas and Gareth Pugh. But See by Chloé, the second line by the Parisian fashion house reponsible for coining prêt-à-porter (ready-to-wear) back in 1952, is trying something a little different; as of this morning, their autumn/winter 2012 collection will only be available to view online. By everyone. Having established ready-to-wear in a fashion world that previously restricted their collections to made-to-measure (haute couture), can Chloé's second line help set a precedent by encouraging designers to take their shows viral? One thing's for sure: online viewing is far kinder to high heeled feet than running from show to show.