Social shopping site Lyst is set to host live Google Plus Hangouts backstage during New York Fashion Week this season.
The initiative will see pre-show video interviews taking place with influential editors, bloggers and the designers themselves at the venue, while seven other people invited by the platform connect in remotely and ask their own questions.
Fans will be able to watch the Hangouts as they happen live on YouTube, as well as send in questions in advance to be asked by the host.
The first one will take place tomorrow, Friday, September 7, with the Rebecca Minkoff show at 3pm. Hosted by Teen Vogue’s Eva Chen, the coverage will see interviews with Rebecca, as well as with the hair and make-up artists behind-the-scenes.
On Saturday, September 8, the Tibi show will include an interview with blogger Leandra Medine of The Man Repeller.
“Google+ is becoming a great place for people who are passionate about fashion to meet, share style tips and promote new brands. We’ve been impressed and excited by the ways Lyst is using Google+ to connect with fashion enthusiasts and build a global fan base by the hundreds of thousands,” said a Google representative.
After each of the shows, Lyst will send out the video along with a collection on the site of the favorite looks from the influencers interviewed.
Meanwhile, Lyst has also invited Nina Garcia and Olivia Palermo to broadcast their favourite looks live from the runway. This “Live Lysting” program will see them both share their top items with their followers on the platform.
As individuals add them to their own lists, they guarantee an alert will reach them as soon as that item comes into stock in any store worldwide. This runway tracking tool was launched by Lyst a year ago.
“Lyst is all about letting people craft their own fashion experience by following their favorite brands and influencers – in Nina and Oliva, we’ve got two of the industries most exciting curators for our users to follow,” said Chris Morton, CEO of Lyst.