Fashion Week got a little more interesting this year with the creation of the Mercedes-Benz Fashion Ranger program. The automotive company teamed up with fashion influencers such as celebrity stylist Annabel Tollman to drive around New York City in its new 2012 M-Class SUV, which was appropriately dubbed the Fashion Ranger.
Throughout the week, a Fashion Force has been driving through the city looking for people sporting the hottest outfits to take photos of their styles. After the camera is clicked, the fashion-conscious hipsters are given a lift to their next destination and invited to a finale event at the end of the week. Photos will be displayed at the Fashion Ranger tent for all to see on September 15.
To spread the word about the Mercedes-Benz Fashion Ranger perusing the streets, Fashion Force members have been tweeting and posting their favorite picks from the week on Facebook.
Mercedes has also cleverly incorporated top fashion bloggers in its Fashion Ranger initiative, including Jamie Beck of From Me to You, Judy Aldridge of Atlantis Home, Kelly Framel of The Glamourai, Tina Craig of Bag Snob, Craig Arend of Models Off Duty, Karl Edwin Guerre of Guerreisms, and Kristin Knox of The Clothes Whisperer.
Mercedes isn't the only company connecting with bloggers during Fashion Week. Morgans Hotel Group partnered with Tumblr to host a group of 20 fashion bloggers for the week at New York City's Hudson Hotel. And according to Examiner.com, even reality television star Kim Kardashian has been blogging about her activities.
It's a further sign of Fashion Week becoming more and more integrated with the social media world and the Mercedes-Benz Fashion Ranger is engaging the smart crowd in both the physical and digital worlds.