Adornment is never anything except a reflection of the heart.  ~ Coco Chanel

Fashion designers experienced a social media lift at New York Fashion Week Spring 2013.  Business Insider reports Instagram and Pinterest especially presented designers a winning opportunity to connect with fans of fashion.  For instance, a behind-the-scenes approach contributed to Badgley Mischka’s Instagram success.  Designers like Max Azria (BCBGMAXAZRIA) and Donna Karan (DKNY), who offered more affordable options, were also well received on Instagram.

Turning our attention to the other side of The Pond, British retailer Topshop transformed its runway into an on the spot virtual store during London Fashion Week SS13.  After all, as reported to Anjali Mullany of Fast Company, Topshop’s Chief Marketing Officer Justin Cooke has a new take on the fashion show, fashion as social entertainment.  Not only were fans able to purchase Topshop’s fashion show playlist, clothes and make-up worn by the models, but also thanks to its Shoot the Show tool (developed in collaboration with Facebook), fans could share photos without show interruption.

Topshop also benefits long after London Fashion Week has ended, both in terms of engagement and content creation.  Its social media strategy included pinning tweets at the top of its Twitter feed as well as a Tweet Off competition, whereby fans reviewed the show until midnight, the best vying for tickets to the next show.  Taking it one step further, Topshop plans to include social data in developing business insights around products and shop locations.

So, how do you follow fashion?  How does fashion figure in your digital world?  Share your thoughts about your favorite fashion looks.

Vanaja R.

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