During September’s New York Fashion Week, we wrote about how social media has completely changed Fashion Week. What was once one of the most exclusive events in the industry has become accessible to the everyday person from any location. It’s Fashion Week in New York once again and this time, it coincides with Social Media Week all over the world and continues to adopt more and more social elements.
Once again, Fashion Week is partnering with YouTube to live stream over 30 runway shows on the official Fashion Week channel. And once again, Tumblr is sending a group of bloggers to cover the event. According to Mashable, Tumblr also has internal editors who will be curating posts to appear under the NYFW tag.
But companies are still finding new ways to bring Fashion Week to those outside of the tents. KCD, a fashion public relations and production company, has even launched a platform for online-only runway shows called DigitalFashionShows.com. Unfortunately for most people, access is by invite-only. But for the buyers, editors, and other fashion professionals that can’t make it to some or all of the shows, it no longer means being at a disadvantage. The platform will offer pre-taped shows (in embeddable format) along with packages of extra material such as high-resolution pictures, interviews with designers, and behind-the-scenes footage.
Diane von Furstenberg is teaming up with the mobile video iPhone app Viddy to post 15- to 30-second video clips. The DVF Facebook page will have a “DVF NYFW” tab dedicated to displaying the video clips but will also be posting some on Twitter and their Facebook wall so that mobile users have access to them as well. The clips will feature backstage interviews, model castings, hair and makeup runthroughs, and more.
Lastly, more fashion shows are incorporating a Tweetwalks, as Burberry did last September. A “Tweetwalk” consists of posting photos of each look on Twitter just before the model steps out onto the runway, so essentially the line’s Twitter audience can see the collection a little sooner than the actual runway audience. During Tommy Hilfiger’s “Twitter Model Walk” for its men’s collection, followers can even win a pair of shoes from the line by retweeting an image with the hashtag #TommysRunwayShoes or filling out a form on Facebook.
With New York Fashion Week occurring twice a year and social media making strides every day, I can’t wait to see what new innovations there will be next fall!