G-Star Raw has adopted the culture of social media to source reporters for their New York Fashion Week coverage.

Want to attend New York Fashion Week and be a rookie reporter for G-Star Raw?  The global fashion brand has adopted the culture of social media to not only recruit the best photographer, the most outstanding YouTube video producer, the most addicted Twitter user and the most active Facebook user they can find but they’re simultaneously using those very same social media weapons to seed their call-for-entry messages.  With a specially created sign up platform, potential candidates are asked to sign up by connecting with their social media accounts; for example, via Facebook, G-Star lovers are asked to upload a photo of themselves in their best denim look.

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