One month later, four cities down and with hundreds upon hundreds of different designer looks for spring/summer 2016 revealed, it’s no wonder so much of the fashion week season blurs together.
For the fashion savvy, there are of course the ever-notable collections (Wang’s last at Balenciaga, new color and embellishment at Gucci , in my opinion everything at Hermès, plus the endless off-the-shoulder looks seen throughout each week), but there are also the marketing techniques used that helped some brands stand out more than others, regardless of the outfits they revealed.
Selfies at Dolce & Gabbana or wearable tech at Chanel and House of Holland aside, this season was all about a renewed focus on social media channels particularly. Innovative campaigns spanned 360-degree imagery on Twitter TWTR +0.00% to a couple of uniquely creative approaches on Instagram and a highly polished example on Snapchat.
Read on for all the highlights from the social media fashion season that was…
Misha Nonoo’s Insta-Show
Designer Misha Nonoo did away with the traditional live catwalk show this season and instead took to Instagram where she revealed her collection in a unique mosaic format. The designer opened a dedicated account called @mishanonoo_show where an endless photo shoot was posted, each square making up part of a larger picture of the full spring/summer 2016 line. It was incredibly simple on reflection, but beyond effective in delivery. At the same time as the “Insta-show”, women including actress Meghan Markle, political consultant Audrey Gelman, and New York City Ballet principal dancer Sara Mearns, also posted images of themselves in pieces from the new collection on their personal accounts.
DKNY’s Direct Instagram Messages
DKNY also took to Instagram, this time using it as a platform to communicate one-on-one with fans. The brand, under the newly-appointed creative direction of Maxwell Osborne and Dao-Yi Chow of Public School, and with Hector Muelas as the its new chief image officer, sent personalized messages about how the spring/summer 2016 designs were conceived to anyone that asked. In order to be one of them, followers had to send looks they liked on the @dkny account back to the brand using Instagram’s new “Direct” arrow, to then receive information in return about the piece. Stills, videos and illustrations were all posted in a bid to provide a really unique insight into the collection. Slightly convoluted and not exactly scalable, but it was a nice idea. “Even in a city as big and fast-paced as New York, you can still find corners and moments of intimacy,” said the designers in a statement.
Burberry’s Polished Snapchat Approach
If there’s one thing Snapchat provides, it’s a very different aesthetic to Instagram. Raw, candid and in the moment, compared to highly polished, edited and labored over. This marks a really big shift for the fashion industry, and when done correctly, it fits with a trend that Lucie Greene, worldwide director at JWT Intelligence, recently referred to as “the aspiration to amateur”. Burberry, however, totally eschewed this with its fashion week Snapchat content. First off, it used the channel to reveal its collection a full day before it hit the catwalk, then it turned to storytelling with a beautifully curated portrayal that stepped above and beyond what would be expected from “Snaps” otherwise. A messenger was captured posting invitations by hand, with details like his bike revving up or speeding off down the street shot in the sort of highly art-directed manner that only Burberry would deliver. Even Anna Wintour cameos.
Hunter Original’s Live Gigs On Periscope
Back to the candid, and the newest channel in play for the season, was Twitter-owned live-streaming app, Periscope. Numerous brands including Ralph Lauren RL -0.85%, Desigual and Vera Wang all used it, but it was Hunter Original that brought something a bit different to the table. The British brand known for its wellington boots launched a campaign called #Beaheadliner, referencing its association with music festivals, which saw live gigs taking place in the back of a customised vehicle. Artists performed in the build up to the brand’s catwalk show, an initiative that will now be carried forward throughout 2016, providing access to musicians on their way to the biggest festivals around the world.
Tommy Hilfiger’s 360-degree Twitter Halo Videos
Twitter’s new “Halo” tool meanwhile, got its worldwide debut backstage at Tommy Hilfiger. The multi-camera device, which captures 360-degree videos and posts them directly to Twitter, was used to showcase first looks from the collection as well as some of the brand’s famous attendees. Each was like a mini film spinning around the person photographed on the podium in the center. This sort of 360-degree photography isn’t new – E! Online has used it at fashion weeks before in fact – but its integration with Twitter is. Let’s not forget, 360-degree videos are also making serious headway on Facebook FB +2.08% and YouTube, this time with the ability to control the angle yourself, so this is likely to be just the beginning for their fashion week integration.
And A Bonus Highlight: Tom Ford’s Lady Gaga Music Video
Tom Ford scrapped the idea of a fashion week show as well this season and instead opted for a music video directed by Nick Knight and starring Lady Gaga. Watch it here:
[By Rachel Arthur] [Read More]