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Editor's pick social media

Snapchat ruled social media at #NYFW this season – here’s a look at the best of it

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Influencers, brands and models alike have taken to Snapchat during this season’s New York Fashion Week in droves. Providing real-time insights into what happens behind-the-scenes, it’s been the best version yet of immediate access to what happens around the runway shows.

Brands including Tommy Hilfiger and Marc Jacobs (still to show this evening) are just a few that have launched new accounts this season, while Snapchat itself has featured two relevant live stories throughout the week. “New York Fashion Week” and “This Is Fashion”, are a curation of snaps from others attending the shows – it pulls in the best of each event, with overlaid info about which collection it’s about to screen.

From Marchesa to Public School and Michael Kors, both stories have provided a well-rounded view of each day. They’ve also, inevitably, been a go-to place to spot the famous faces in attendance, including Kate Bosworth at the Rebecca Minkoff show, Kylie Jenner at Alexander Wang, Emily Ratajkowski sitting front row at Altuzarra, and Anna Wintour at DKNY. Particularly interesting on the “This Is Fashion” story otherwise, was the integrated advertising from ASOS too. (See below screenshots)

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As we know, many brands are adjusting to a see now/buy now consumer-driven strategy for fashion week. Where once Snapchat may have been used as an additional storytelling tool; the future has it as a relevant channel to drive immediate interest and ultimately conversions.

Tommy Hilfiger’s announcement for a direct-to-consumer shift for example, was accompanied by the launch of its Snapchat in collaboration with new global brand ambassador Gigi Hadid. These “takeovers”, where a celebrity or influencer is given full reign of a brand’s Snapchat, are becoming increasingly commonplace.

Gigi shared snippets of the rehearsal, an inside peek into the make-up for the show and mini interviews with some of the other models also walking for the brand. Her perspective, no doubt, was a smart move by the designer in terms of driving interest and follower acquisition; something it will be able to capitalise on in the long run once its capsule collection with the supermodel launches in real-time this September.

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Following a wide variety of Snapchat accounts over NYFW provided a broad additional view on activities taking place. Tips, tricks and trends for make-up enthusiasts were shown by @Maybelline New York, as well as @SephoraSnaps.

Meanwhile, @Houseofherrera’s story was a star-studded one with the likes of Olivia Palermo and Karlie Kloss making an appearance. And @Louboutinlive gave a great behind-the-scenes preview of Naeem Khan’s show all the while showcasing some of its heels being worn by the models.

If that wasn’t enough, influencers such as Chriselle Lim and Man Repeller even had their own Snapchat filters created, with their name, company and a life-like cartoon of themselves featuring across their Snaps during the week.

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Next up: London, where we know @MullberryEngland is one-to-watch, having already started snapping for the first time with new creative director Johnny Coca.

Check out some more (cheeky) screenshots of all the Snapchat action during NYFW below:

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Blocks Comment social media

Seven ways big-time bloggers are changing

Chiara Ferragni The Blonde Salad

It goes without saying that the digital landscape and where fashion brands fit into it, is evolving around us. Simultaneously, so are the influencers that are increasingly helping those stories get told and products get seen.

Here are seven predictions from Morgan Kaye, VP of community at Bloglovin’, about what all is happening, and what to expect from some of the biggest names this fashion week season:

Bloggers launching more brands than ever before

As bloggers become even more influential, they evolve as entrepreneurs. Emily Weiss’ GlossierJulie Sarinana’s Sincerely Jules Clothing Line and Michelle Phan’s ipsy are just a few examples of bloggers who have successfully launched their own brand. We’ll likely see more fashion bloggers announce their own brands and lines at shows and events during this year’s fashion week! For more on this trend, check out Bloglovin’s recent post: 8 girl bosses killing it in the fashion industry.

Emily Weiss Glossier

Big-time bloggers shifting their focus

Many of us have watched bloggers go through personal milestones from brand launches and website redesigns, to engagements and babies. With that said, many of our them are also shifting gears and branching out either to new categories and/or focusing their attention on being lifestyle experts. Lindsey Calla and Hannah Bronfman are just two girls leaving their fashion and lifestyle posts behind to rebrand themselves as fitness experts. This fashion week, we’ll see their expertise called on more than ever before as athleisure continues as a key trend.

Real time content and pulling the curtain back

While precisely planned and staged content still holds worth, the move for real-time/behind-the-scenes content is gaining momentum and receives unprecedented engagement. With the rise of Snapchat and Periscope, our favourite bloggers are lifting the hood to allow their audience to see them in real-time and real life. These platforms will be huge during this fashion week season. As we saw Tommy Hilfiger and Vera Wang embrace its use in September, we can only expect more fashion designers and bloggers to hop on the bandwagon. Behind-the-scenes fashion week content, outtakes, and personal experiences are superseding perfectly planned outfit posts.

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Call me an influencer

The debate continues – how do bloggers want to be identified? It seems we have landed on the term “Influencer” for the time being, which is a much broader term than blogger or content creator and that’s why it works. During fashion week season, we’ll see a TON of influencers – such as twins Cailli & Sam Beckerman of Beckerman Blog, Chriselle Lim of The Chriselle Factor and Courtney Trop of Always Judging – in attendance at the hottest shows.  As Influencers grow their businesses and grow their audiences on different platforms, it’s important to associate them with a name that can evolve and expand as quickly as this industry itself.

Mid-form content with embedded media

This fashion week, it’s all about words AND images. Bloggers are gearing back toward mid-form and longer form content – even Twitter is getting on board with additional character counts. The key to making their content super engaging is including embedded media. No fashion week post will be complete without a photo, video or gif.

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Time for an upgrade

Have you noticed everyone’s shiny new websites? Everyone is stepping up their game this year. Blog formats are a thing of the past and new website designs with a magazine feel are taking over – ultimately raising the bar for new and emerging influencers. Specifically, we love what our friends at Man Repeller and MiniMode have done with their sites. These new layouts coincide with the trend for more diverse content and revenue opportunities such as influencer shops popping up.

Audience is everywhere

Now is a perfect time to get discovered. Never before has there been such a well-rounded variety of platforms to discover content and new influencers. Bloglovin’, Instagram, Snapchat, Pinterest, Vine and YouTube allow people of all demographics to engage digitally and discover new influencers and inspiration. Influencers now find it easier than ever to gain new audiences. This fashion week, we’ll see influencers engage their audiences via a combination of all these platforms. Although these audiences may be fragmented, the ability to reach engaged consumers online is highly accessible.