Audience members were encouraged to use their phones and tablets during the Kenneth Cole Fall 2013 Runway Show Live from New York Fashion Week.
“During the @kennethcole runway show, out of respect for other members of the audience please make sure your phones and tablets are switched ON. This show will embrace the intrusive nature of social media.“
Kenneth Cole and his PR team made a progressive move in the fashion industry. Traditionally, looks on the runway are reserved exclusively for attendees of the industry event. At the Kenneth Cole runway show, social media fans shared a front row seat along with fashion directors and designers.
The outcome is a 2.0 runway experience. According to PRCouture.com, Kenneth Cole’s PR team took this direction because:
“The world is consuming fashion in a totally different way.”
Kenneth Cole pledged a $1 donation for every #KCRUNWAY tweet and gave Facebook and Twitter fans access to the runway show live.
The models closed the show with a runway walk snapping pictures of the audience with camera phones to share on Instagram.
Twitter Mirror, a Twitter magazine with live streams of fashion, tweeted the event and a photo booth backstage gave Facebook fans a behind-the-scenes look of the show online.
For a limited time, the show is available to view on Kenneth Cole’s website. Users can “snap a photo” or screen shot of the runway and tweet about their thoughts to win a $500 gift card and a styling session.
How do you perceive merging social media and fashion? Does broadcasting the show live enhance the industry event or does the designer lose credibility? Will the tribe following Kenneth Cole appreciate opening the exclusive experience to all? Does the inside access give Kenneth Cole an advantage in the industry?