So seems to be the thought process of several prominent US fashion labels during New York Fashion Week, all of which are planning their own takes on the Tweetwalk Burberry debuted at its womenswear show in September 2011.
Fashion label Diane von Furstenberg is teaming up with mobile video app Viddy to stage a near live, behind the scenes experience during New York Fashion Week.
Sroczynski says she and her team were inspired by the Tweetwalk Burberry staged last September, during which the London based fashion house shared photos of each look on Twitter moments before they hit the runway.
The initiative generated a huge amount of interest on Twitter — so much so that both “#Burberry” and “Christopher Bailey” trended worldwide on the platform.
ET on Friday, Tommy Hilfiger will stage its own Twitter Model Walk at its mens Fall 2012 show.
The company is pushing its shoe line for autumn, and as such, will release images of the shoes on Twitter as they hit the runway.
Followers can enter for a chance to win a pair by retweeting an image with the hashtag #TommyRunwayShoes, or by filling out a form on Facebook, where the US fashion label will also be livestreaming video footage of its show.
Elsewhere, Rebecca Minkoff is planning to debut pieces from her collection on Twitter a full 30 minutes before they appear on the runway.
Additional backstage footage will appear on the designers Twitter and Instagram accounts, and the full show will stream live on YouTube at 3 p.m.
Perhaps most creatively, Diane von Furstenberg has teamed up with iPhone video app Viddy to shoot and distribute 15- to 30 second videos rather than photos of looks backstage.
Staffers from DVF and its social media marketing agency will be using the iPhone app, which is often described as Instagram for video, to shoot 15- to 30 second clips that will populate a designated tab on DVFs Facebook page.
Since the tab isnt compatible on mobile, the company will be posting some videos to its Facebook Wall and to Twitter.
Kate Sroczynski, senior director of digital at DVF, says that Viddy is a way for the brand to push the Tweetwalk concept to the next level.
Viddys ease of use and short timeframes give the brand a way to deliver a Twitter esque experience through video on Facebook, Sroczynski explains.
The decision to debut looks on social media channels alongside and, in some cases, ahead of their appearance on the runway points to the growing prioritization of the online consumer audience at shows.
New York Fashion Week, once a roped off series of events for media and buyers, has become a global public spectacle, thanks to the advent of livestreaming and other online distribution channels.
The two most influential fashion weeks are Paris Fashion Week and New York Fashion Week, which are both semiannual events.
Alan Whitehead is a fashion journalist based in Los Angeles, California. Alan has a passion for fashion stories and loves writing about fashion news and fashion opinions that matters most to its audience. Alan spends a lot of time discovering and researching latest fashion industry news stories in order to make sure the latest and greatest stories are brought to you first on Stylerchic.com.