Whether or not you’re a New Yorker — and whether you care about fashion or not — it’s hard to ignore the glitz and glamour that surrounds the global event that is New York Fashion Week.
The world watches as designers, models, celebrities, bloggers, socialites and more descend upon an already crowded city, all competing for the biggest PR splash. This year, more so than in years past, the folks behind the official NYFW social assets, as well as major publications like Vogue, have put their digital efforts into overdrive, creating visually compelling content with a strong point of view. And all of the photos and videos have a common theme: snag a behind-the-scenes look at the Super Bowl of fashion.
Here are a few examples:
On Facebook and Twitter, Mercedes Benz Fashion Week has been encouraging their followers to join them on Snapchat with snippets like this one:
If you ever wanted to feel like you were there IRL, this is a great way to do it.
Vogue went rogue and handed supermodel and Taylor Swift’s BFF Karlie Kloss a GoPro to chronicle her adventures throughout the day — from Good Morning America to backstage before the Carolina Herrera show, it’s just a typical Monday for Kloss.
The up-close-and-personal photos from the official Twitter are about as close as most people will ever get to the intricate beadwork and luxurious furs that have defined this year’s event. You feel like you could practically reach out & touch them.
Whether it’s a super slow motion clip of a particularly mesmerizing runway dress or a hyperlapse of an entire collection, Vine packs a lot of punch in a short amount of time — the perfect solution for short attention spans. And unless you’re BFFs with Anna Wintour, you probably won’t ever find yourself in this front-row seat.
What We’ve Learned
We’re past the days of trivializing Snapchat and Vine, and brushing them off as simply child’s play. A willingness to experiment with social platforms other than the big three (Facebook, Twitter and LinkedIn) will help brands that are already naturally visual extend their reach even further. And no matter who you are, behind-the-scenes content will always make your fans and followers feel like they’re more connected to your story.
Erica Moss is the community manager for Communications@Syracuse, an online Master of Science in Communications program, offered from the Newhouse School at Syracuse University. In her free time, she enjoys all things pop culture and connecting with people on Twitter @ericajmoss.