Misha Nonoo's "live lookbook" on Snapchat during New York Fashion Week
Misha Nonoo’s “live lookbook” on Snapchat during New York Fashion Week

New York designer Misha Nonoo took to Snapchat yesterday to reveal her latest collection in place of a traditional fashion week runway show.

Hosting the affair on Refinery29’s account, she slowly drip-fed the content throughout the day as the shoot took place in real-time.

For those waiting to watch it, the effect was less dramatic – a single shot at a time (some still, some video) felt relatively mundane, but watching the story unfold later in one go paid off to a far greater degree.

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It was over on Nonoo’s own Snapchat account where the best content was however. Here’s the designer showed behind-the-scenes action, including the fact that each shot was taken directly in Snapchat and then handed over to illustrator Ana Strumpf to be decorated using the app’s own functionality. (Some impressive work on that side of things, you’ll agree).

Tying in with this season’s move to more see-now, buy-now collections, every piece shown was immediately available for purchase via the brand’s new direct-to-consumer site MishaNonoo.com. The move to use Snapchat marks a significant moment for the brand of exiting from all wholesale accounts in order to focus solely on e-commerce.

A photo posted by MISHA NONOO (@mishanonoo) on

It also follows a number of previous experiments by Nonoo using Instagram as a shoppable lookbook.

Said Nonoo on the campaign plans: “Our customers lead enriched, full lives, they are constantly on- the-go. I want to reach them where I know they are, on their mobile devices. Snapchat is a recent discovery for me, and it has put the fun back into social media. I want to inject that same creative, experimental energy into how I present and share my collection.”

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