Jul 18, 2018 | By Laura Welch
Sep 21, 2015
As the saying goes, if the shoe F.I.T.S, share it – or is it wear it? I can’t remember anymore because I’m in New York Fashion Week recovery mode and left my mind somewhere between Jason Wu and J Crew…
But if you spotted a shoe during the nine day “week” and it wasn’t on F(acebook) I(nstagram) T(witter) or S(napchat), did it even exist?
The increasing amount of collaboration taking place between the fashion and technology industries has never been more apparent then this past NYFW. I was lucky enough to see some of it first hand at the shows but the most exciting part of all this innovation is you didn’t have to be in New York to feel involved.
Some brands were even giving away tickets to their shows like Givenchy through its online lottery and Rag & Bone who partnered with Uber to give away tickets. Here are some of my digital highlights from the week…
Instagram launched a new section: the app announced at the start of NYFW there would be a new section at the top of its explore page called “The Best of Fashion Week” showcasing a curation of the most creative content shared through out the week. Instagram’s new section follows in the footsteps of Snapchat and its “Live Story” feature which curates real-time content around a single event.
Kohls x Lauren Conrad: Kohls brought its runway show with Lauren Conrad directly to its fans with a collection that was shoppable directly from the catwalk and by streaming the show – which kicked off NYFW – on Periscope. Strangely, though, the collection is already on sale just a week later which makes me wonder what the point of a big budget runway show and digital effort is if you’re not going to sell at full price at least until the end of fashion month?
Misha Nonoo showed exclusively on Instagram: Foregoing the usual route of a runway show or presentation, Misha Nonoo decided to showcase her S/S 16 collection on the social platform by hacking its layout to create a landscape scroll on a separate account named @mishanonoo_show. Now, I thought this might have just been a way for the designer to save a few pennies. However, according to Nonoo this didn’t save them any money but instead was a time-saver, more inclusive and better at tailoring the media assets that came from doing a show. It’ll be interesting to see if this pays off and if she does it again next season…
— Tommy Hilfiger (@TommyHilfiger) September 14, 2015
Tommy Hilfiger and its Twitter Halo: A lot of the hype around the Tommy show was to do with Gigi Hadid and some of the show’s other models skipping through the massive runway’s manmade lagoon at the finale. Before the show started however, Twitter debuted a new video technology called the Twitter Halo backstage, which captured 360-degree videos with a multi-camera set up. The videos were posted to the brand’s stream and also reminded me of the similar 360-degree videos that Prabal Gurung debuted the day before of his entire collection in collaboration with Lexus. DKNY sends DMs: The brand invited its Instagram followers to use the app’s updated direct-message (DM) feature to enquire about looks spotted in the show. Those who DM’d about specific looks from the runway received personalised responses on how the new creative directors, Maxwell Osborne and Dao Yi Chow, created them. The brand’s team individually sent responses with information not available anywhere else during the show as a way of creating accessibility to an otherwise exclusive (and highly anticipated) industry event.
Ralph Lauren Periscoped….to London: Twitter, which owns the video streaming app Periscope, approached Ralph Lauren about using its service to stream the brand’s show for the first time. The brand also streamed its show live to thousands of unsuspecting pedestrians at Piccadilly Circus in London which seemed like a missed opportunity when it didn’t do the same in the brand’s native New York City at Times Square.
Perhaps because it was the final day of NYFW and in a gesture of goodwill Ralph Lauren decided to digitally hand over the baton for the start of LFW? I guess we’ll never know…
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