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Loewe uses social media for exclusive insights ahead of SS12 #PFW show

Loewe is offering its Facebook and Twitter fans exclusive behind-the-scenes access on its journey to its spring/summer 2012 show in Paris on Saturday.

The “Diary of a Collection” campaign reveals daily sneak peeks including inspirations, fittings, craftsmen at work, headshots of the design team and more. There will also follow backstage prep including hair and make-up.

The images have been beautifully shot using Instagram. See all of them, here.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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