Google is allowing fashion designers to customize their search results during Fashion week

If Miranda Kerr and Evan Spiegel’s engagement tells us anything, it is that fashion and tech are officially joined together now, forever and always.

While that’s been more-than-apparent on Instagram for a long time now, the latest tech company to join the fashion world is Google, which announced today that during fashion week, brands will be able to customize carousels at the top of the search results. This will include, say, photos of a designer’s latest collection, behind-the-scene videos, quotes from a designer about the collection and — most importantly — links to purchase looks directly from Google.

Not surprisingly, the initiative, which is free, has attracted more than 50 fashion brands including Tom Ford, Burberry and Hermès. Google says the adapted search results “brings fashion week to life in a new way” for those who want to read about it, but it also will push any other search results about a brand — a bad review of a collection for instance — further down the page as well. Thankfully, we don’t have to worry about the long-ranging implications of companies paying to alter their search results (yet), because this change will only be temporary during Fashion Week. So that’s something. [NYT]