Rebecca Minkoff Debuts Collection on Snapchat
US designer Rebecca Minkoff is set to launch her Spring/Summer 2014 collection via photo-sharing app Snapchat prior to her runway show this afternoon in New York.
Snapchat is a popular photo and video-messenger service where sent images self-destruct after up to 10 seconds – meaning they can’t be saved or screen-grabbed. The contemporary designer plans to debut five to 10 looks on the app just a few minutes before they take to the catwalk.
S/S 14 looks set to be social media’s season for fashion week as Minkoff’s announcement follows similar moves from the likes of Pinterest and Tumblr, which teamed 20 chosen bloggers with designers for exclusive behind-the-scenes coverage in the run-up to the shows. Take a look at our Mastering Social Video report to see how brands should adopt social video and image marketing.
On the flipside, Oscar de la Renta has made the decision to scale back his fashion show audience to a mere 350 attendees, so as to allow only the people that “really need to be there”, after declaring he dislikes the modern “megashows” of fashion week (WWD). See New Branding Lessons from the Catwalk for more on the changing face of the runway.