Swimwear brand Calzedonia is following in Burberry’s footsteps and introducing the #TweetCam to its summer 2015 catwalk show.
The Italian company has partnered with Twitter to allow fans to gain access to the show via their own personalised shots of it. A series of cameras along the catwalk will capture unique images in real-time to users who tweet using the hashtag and @tweetcalzedonia, sending them back to them with their Twitter handles and a time stamp overlaid.
Calzedonia will also make use of Twitter’s new live-streaming app, Periscope, to capture the scene backstage.
The shows take place twice a day on April 14 and 15, and will also see the launch of the new #CLZ capsule bikini collection, which is aimed at a “young and digital-addicted target”.
A campaign accompanies the line, shot by Mariano Vivanco in London and featuring Instagram and Twitter star Sara Sampaio.