Renowned fashion house, specializing in gowns and evening wear, Oscar de la Renta, used Pinterest to showcase its latest collection. The bridal show in New York was ‘live-pinned’ as pictures were uploaded onto the popular social media site in real-time as models walked down the runway. There were also photos from backstage where models were seen getting their hair and makeup done.
Alex Bolen, CEO of Oscar de la Renta, admitted to Mashable that the idea to promote the show on Pinterest was last-minute. He explained that,
Pinterest has got a lot of momentum right now, and we want to be involved with people [and platforms] who have momentum. As with all of the experiments we try here, we want people to spend time paying attention to us, not our competitors.