With the conclusion of New York Fashion Week, it appears the trend central to every designers’ collection was not 90’s grunge, but rather the employment of social media. By doing so, brands were able to cultivate greater attention during fashion week by granting the public, not just industry insiders, with access to everything and anything. Jenna Mannos, head of Twitter’s media partnerships said, “We’re helping [the designers to] enhance what they’re currently showing to a wider audience, and [it’s] really [about] being able to widen the exclusivity around the fashion week shows to a broader audience”. As a result, it comes as no surprise that every major social media platform played a role this season, each providing followers with a different vantage point into NYFW.
Instagram, for instance, started their “A Day in the Life” initiative. Fashion icons like Rachel Zoe, Scott Schuman, and Karolina Kurkova all uploaded photos and videos to the social media site throughout their days using the hashtag #dayinthelife to keep the public informed with all the happenings behind the scenes. Instagram feeds were constantly being updated with all the up-and-coming trends for Spring/Summer 2014 not only from the runways, but also the street style of those outside the tents of Bryant Park.
Image courtesy of Flickr user Shawn Brackbill
Vine proved unique in its way of documenting NYFW. Users could capture as many as six looks in a single video. This proved more significant than Instagram as it gave followers a better sense of how clothes moved as opposed to a single photograph. Vine also used the hashtag #behingthefashion in which designers like Badgley Mischka, Christian Siriano, and Rebecca Minkoff filmed small segments to illustrate their inspirations for the collection and how their shows ultimately came to fruition.
Tumblr had a similar program as Instagram in which the site paired 20 of its most popular bloggers with various designers, including Oscar de la Renta, Pamela Love, and Marc Jacobs. The bloggers spent the days leading up to fashion week with these visionaries, regularly updating their blogs with behind the scene footage. To make their coverage more visible, Tumblr had a real-time feed of the content at Tumblr.com/NYFW. Tumblr established itself as the ideal social media platform as bloggers could post both photos and videos; it is an ideal space for brands to get their products and marketing initiatives to go viral.
However, Pinterest, a lesser name than the aforementioned sites, has arguably had the greatest impact on NYFW. Pinterest.com/fashionweek had the likes of 3.1 Phillip Lim, Neiman Marcus, Elle, Women’s Wear Daily, and various other retailers, brands, bloggers, and publications ‘pinning’ throughout the week. According to Katie Garlinghouse, head of Pinterest’s community marketing, “There have been hundreds of thousands, if not millions, of repins of the content”. It will be interesting to see what effect social media has over London, Milan, and Paris fashion weeks.
Feature Image courtesy of Instagram user Michael Kors