Fashion Week: Ablaze with social media

This season, the talk is about Facebook and Twitter to promote parties, shows, and tie-ins. Racked has been running a Twitter feed on its site,...

This season, the talk is about Facebook and Twitter to promote parties, shows, and tie-ins. Racked has been running a Twitter feed on its site, compiling what people are saying in the tents and beyond – a new happening. Shows and events now hit fan pages while ambassadors tweet about their experiences. Models are tweeting backstage, further enhancing a designer’s image. And editors such as Joe Zee and Anne Slowey of Elle are tweeting their initial reviews of the shows. All the frenzy is compelling fashion brands to determine social networking strategies to reach their target.

This week, I attended two fashion events. On Saturday night, Alexander Wang staged a blowout (not literally) at the Mobil gas station on 15th Street. Guests drank Veuve Clicquot and Belvedere and raided the convenience store while Courtney Love performed.

Marc Jacobs' after-party last night was a fashion show in of itself. Sponsored by V Magazine, Lady Gaga sang while the crowd captured her performance on iPhones and BlackBerrys, instantly tweeting their opinions of the scene, and sent photos to their Facebook pages. The VIP area was packed with Janet Jackson, Lindsay Lohan, Rachel Zoe, Toni Braxton, and fashion editors all congratulating Marc.

Tomorrow is back to the tents, and I will report on why Amex, Kraft, and McDonald’s are there with the goal of reaching influencers.

Leslie Stevens, partner, LaForce & Stevens

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