Iris is working with the sports fashion label adidas Neo to launch its Autumn/Winter fashion show, called NEORunway.
Using the hashtag #NEOrunway, fans of the label aged 14 to 19 from around the world have voted via Twitter on every aspect of the forthcoming fashion show over the past week.
Votes were cast by using retweeting or ‘favouriting’ tweets, with votes visible in real time.
The winning elements will emerge at the show tomorrow, during New York’s Fashion Week.
The call to action was created by iris Culture, the PR and experiential arm of iris and led by NEO’s style ambassador Selena Gomez.
Gomez has called on teenagers to vote on set design, music and the clothes that will make it on to the catwalk.
Nearly 50,000 people have already cast votes on aspects of the show while 57,000 Twitter users have searched for the #NEOrunway hashtag, all in the past six days.
Fran Derry, group account director at Iris, said: "The NEO teen community is highly engaged and sophisticated, and they’ve been an active part of building the brand with us since the beginning; our aim here was to create a concept that genuinely allowed them to create the show, using the latest social innovation."
Iris said it had created a new concept for NEO: a fashion show made by teenagers, for teenagers.
Claire Midwood, vice-president of adidas NEO, said: "We wanted to create the most authentic and relevant fashion show for teens and what better way than having the teens create the show."