Social Stepping Out for NY Fashion Week

by Sharp | September 7, 2011

It is no big news that social media has changed fashion week.  For the past several years we’ve seen commentary about increased consumer involvement, real-time access to the runways, the rise of fashion bloggers as major influencers and the rapid scale social media adoption by major fashion labels.

What is exciting this year, is the push beyond the basics.  Fashion brands have spent the past few years establishing their fan bases, live streaming shows, and generally keeping consumers and buyers in the know throughout the fashion week process.  We are seeing that again, but we are also seeing brands having fun with social. And isn’t that what fashion week is all about?

Instagram Image from #BGShoes

Right in time for fashion week, Bergdorf Goodman is launching Shoes About Town a shoe app and asking fans to snap and tag instagram photos highlighting shoes set against iconic NYC backgrounds.  A beautiful way to celebrate the city – and promote the shoe department.

Maybelline, the perennial makeup sponsor for the shows, is extending their presence this year with a Live from the Runway YouTube channel and a street-style focused Tumblr blog.

Screen shot from the Collection App

I like that both go beyond a straight live-stream of the events and offer commentary, behind the scenes, and man-on-the-street perspectives.

Ralph Lauren went big this year, sponsoring the NYTimes iPad app for the month of September, and launching The Ralph Lauren Collection App for Spring/Fall 2011.  The sponsorship is exciting, since it uses HTML5 to create a product catalogue and allows in-app e-commerce, really pushing the boundaries on what is possible with mobile advertising.

What else have you spotted around town this week?

UPDATE: Speaking of having fun with Fashion Week, I just spotted Band Aid’s  “Glambulance” initiative.  Nice combination of actually helping the community and promoting product creatively!

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