NYFW: Women’s Misha Nonoo’s Spring ’17 Snapchat Show Illustrates The Power Of Social Media

Last year New York based designer Misha Nonoo hosted an Instagram-only show for her Fall 2016 collection. This year, the designer alerted the press that she will host a snapchat style show for NYFW: Women’s in September.

There’s a revolution going on and it’s shattering the exclusivity of the traditional fashion show. Press photographers and video, typically given prime positions by designers, are now in competition with smartphone-carrying bloggers and vloggers. This got designers thinking about the immediacy and ‘ready-to-show’ power of social media and how to reach the public in a new and interesting way.

The square-eyed Instagram/snapchat-vision, on the hunt for beautiful, funny, breathtaking, surprising, delightful things – close-ups on accessories, zoom-ins on the incredible stitching and beading on clothes now offers designers a new way to present their collections, hook an audience and find buyers.

This is coupled with the arrival of the ‘see-now-buy-now’ shows, aimed directly at the consumer with major brands like Burberry and Tom Ford who’ve both announced that retail pop-up shops will be available to the public 24 hours after their September runway shows.

Tom Ford campaign (2016)

It should be noted that this social media-meets-fashion concept isn’t widely embraced. Many fear that changes such as these, on a large scale, will have devastating impacts to the fashion system and the industry at large.

But, it appears the ball is rolling.


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