During New York Fashion Week last September, Oscar de la Renta generated a flurry of press and consumer engagement when the fashion house used Tumblr to crowdsource live coverage of its runway show.

Seen on the runways of Oscar de la Renta and Lanvin, and on celebrities like Sarah Jessica Parker (a much more toned down version of her famous “Sex and The City” flower pin), wearing a brooch is a timeless way to add some sparkle to your springtime ensemble.

Now, the company is drawing attention by using the latest social platform du jour Pinterest to share photographs of its bridal show with followers in real time Monday.

Oscar de la Rentas team began live pinning photos of show preparations to a designated bridal board on its branded account Sunday evening.

The rate of uploads has steadily increased since then, as programmes are laid out on chairs and models undergo hair and makeup backstage.

F the decision to use Pinterest to promote the show, Alex Bolen, Chief Executive Officer of Oscar de la Renta Chief Executive Officer, admitted that it was a last minute idea, but that it did align neatly with the companys goals to constantly experiment with visually oriented forms of social media.

Pinterest has got a lot of momentum right now, and we want to be involved with people [and platforms] who have momentum, he told Mashable.

The nuance, however, is that brands need to remember it becomes even more important on platforms like Pinterest where there are so few comments, making responses from companies drastically more important.

When asked if Pinterest had become a significant driver of referral traffic or sales on the brands website, Bolen said that the company is unable to draw a direct correlation between our activity on Pinterest and ecommerce activity.

He added that the company is collaborating on a project with Fancy, a Pinterest like startup with a more ecommerce oriented business model, that may focus more directly on sales.

Carli Saunders is a fashion journalist based in Sydney, Australia. Carli has a passion for fashion stories and loves writing about fashion news and fashion opinions that matters most to its audience. Carli 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.