Chloé launched a dedicated microsite for its Paris Fashion Week show yesterday, providing followers with multiple camera views as well as personal moodboards.
It might not a big, digital innovation, but there’s a lot to be said for the fact the experience was one of the most seamless I’ve seen this season.
Importantly, the initiative ticked the boxes for pre- and post-content.
It kickstarted on September 24 with a series of teasers that could be shared across social media sites. They ranged from detailed images and animated GIFs to short videos and quotes from creative director Clare Waight Keller. A heavy focus was seen on the Baylee bag, telling its story from inspiration to runway.
Yesterday, viewers could then follow three different live cameras in the build-up to, and during, the show. They included guest arrivals outside the Lycée Carnot venue, backstage with the models, and on the runway itself. This all worked via mobile too.
As the event unfolded, so too did different albums under a moodboard header, including one for the collection looks, one for accessories, another for the guests, and one from backstage. Users could click on individual images and share them via Twitter, Facebook, Pinterest or Weibo, or heart them to add them to their own personal moodboard page.
“[We] are excited to see how you direct your own Chloé show,” read the invite.
All in, the initiative was a progressive one for such a traditional Parisian brand. Let’s not forget, as suggested by Fashionista last week, this is access to what remains a rarefied world.
Some assets from Chloé are posted below, (top image via Elle UK).