Fashioncast 2.0: Socializing The Runway With DKNY
While most fashion eyes may be on the couture shows in Paris this week, the quintessentially American brand garnered attention on Monday night by hosting an online showing of its Spring 2011 ready-to-wear line.
While most fashion eyes may be on the couture shows in Paris this week, the quintessentially American brand DKNY garnered attention on Monday night by hosting an online showing of its Spring 2011 ready-to-wear line. Taking cues from Burberry, DKNY jumped on the digital bandwagon, adding an interactive twist to the webcast-meets-fashion-show recipe (while also conveniently timed with the imminent rollout of the collection).
To do this, DKNY ran the show on BigLive.com, a relatively new site that aims to inject an element of social discovery into the world of online entertainment. Although the collection was originally presented last September, the social networking site offered viewers the opportunity to chat with one another, discussing each style as it paraded down the catwalk. Adding another layer of social engagement, the event was moderated by @dkny, the anonymous social media darling known as ‘DKNY PR Girl’ who has amassed over 250,000 Twitter followers. Viewers and participants were also offered an exclusive (and limited-time) 15% discount on purchases made via dkny.com.