BOSTON: Her Campus, an online community for female college students, has teamed up with Kimberly-Clark's new U by Kotex brand to launch College Fashion Week 2012.
The concept for the event was created by Windsor Hanger, Her Campus co-founder, president, and publisher, who was inspired to develop College Fashion Week after seeing fashion events during her undergraduate years at Harvard University.
To raise awareness of four fashion events in Boston; Ann Arbor, Michigan; Raleigh, North Carolina; and Santa Barbara, California, Her Campus is selecting students who are “aspiring journalists, PR professionals, or marketers” to take photos, write stories, and post content in real-time on social networks, said Hanger.
Hanger wants student models and designers to showcase their work and express themselves through the “Upgrade Your Life” nationwide initiative.
U by Kotex joined forces with Her Campus, which has a network of 3,000 student ambassadors at more than 200 colleges around the US, to show college women how they can “break the cycle they've been in” with the brand's line of feminine care products, explained Hanger.
“The concept for them is that you might not be happy with current things in your life, inducing everything from femme care to your current fashion trends, so why not upgrade?” she added.
In addition to leveraging student networks, Jake Duhaime, head of publicity at Her Campus, said the company will engage regional media at the events.
U by Kotex and Her Campus will also use their social platforms to spread news about the events before, during, and after they take place, said Hanger. The online college community will use Twitter, Facebook, Pinterest, and Instagram for the campaign and encourage students to post photos and tweets throughout the shows.
“U by Kotex was really excited because you don't want just your standard marketing campaign,” explained Hanger. “Not only are we doing these innovative shows on college campuses, we're also doing this innovative social media marketing strategy.”
Her Campus, which is handling all PR in-house, is posting promotional videos on its YouTube channel to create buzz for the upcoming event on September 29, and will continue to post videos until the last show on October 20.
U by Kotex representatives were unavailable for comment.