The marc by @MarcJacobsIntl show live-streamed in six-seconds. Yes Vine! #marcjacobslive #nyfw vine.co/v/bvDVrl3FpIt—
Rachel Arthur (@rachel_arthur) February 12, 2013
If there’s one thing to note this New York Fashion Week it’s the enormous number of posts being shared on Twitter’s new video-sharing app, Vine.
Brands, media houses and industry personalities alike are getting into the habit, capturing six-second scenes from around the venues, backstage at the shows and of the collections on the catwalks themselves. Some of the big names include Victoria Beckham, Marc Jacobs, Oscar de la Renta, DKNY, Bergdorf Goodman, the CFDA, KCD, Glamour, Lucky, Elizabeth Holmes of the WSJ, Nina Garcia, Coco Rocha, Man Repeller and the list goes on…
It’s an obvious move for an industry that trades predominantly on visuals. Both Instagram and animated GIFs have been huge for exactly that reason, but the former was static and the latter too complicated to quickly create. Add them roughly together however and the result is something that shows fashion in all its glory – with movement and in real, raw detail. Better yet of course with Vine, in an instantly shareable format too.
“Vine is a big idea, yet it is a simple one—the two basic ingredients for a successful emerging technology recipe,” Raman Kia, Condé Nast Media’s executive director of digital strategy told Fashionista. “It is no wonder that some brands are quick to jump in and experiment with it. This is especially true of fashion brands which have often been amongst the first to experiment with emerging social media platforms.”
On Twitter, Amy Odell of Buzzfeed asked at the beginning of fashion week: “Are runway photos even worth tweeting anymore?? (Kimberly Ovitz) #nyfw pic.twitter.com/VS1wLOfv.” Model Coco Rocha replied: “@amyodell the only worthwhile means of sharing the runway this season is Vine.”
It’s still early days however, with certain refinements including sound, zoom and drafts needed on the platform. There are likely developments to come on what people opt to post too – the endless finale shots from fashion week have become somewhat repetitive for instance, albeit successful when from a good angle. (Note my attempt at better quality by cheating with the live-stream of marc by Marc Jacobs above).
Either way, expect to see a lot more in this space. In the meantime, here are a handful of the highlight Vines from #NYFW so far:
Backstage at this morning's AW13 show #NYFW vine.co/v/bv5zArrvT1j—
Victoria Beckham (@victoriabeckham) February 10, 2013
one week to the show. vine.co/v/bnbhFvMXhTe—
(@OscarPRGirl) February 05, 2013
Rebecca Minkoff finale. #nyfw vine.co/v/bnYwEzAuZrQ—
Elizabeth Holmes (@EHolmesWSJ) February 08, 2013
Show time at @marcjacobsintl #fashion #nyfw vine.co/v/bvD16hdHLFn—
KCD (@KCDworldwide) February 12, 2013
Backstage #DKNYMen vine.co/v/bnnTBHPq3MK—
DKNY PR GIRL® (@dkny) February 06, 2013
A little Bill Cunningham on the hunt for street style vine.co/v/bv50Je1X5Xj—
Bergdorf Goodman (@Bergdorfs) February 10, 2013
Brightening everyone's NYC day! @katespadeny vine.co/v/bnE2lKdmwpd—
CFDA (@CFDA) February 08, 2013
The finale. @Zac_Posen #nyfw vine.co/v/bvneYXeiWgV—
Coco Rocha (@cocorocha) February 11, 2013
Best Twitter – 
US department store Bergdorf Goodman is running a contest on Facebook calling for consumers to vote on a new Fendi 2Bag.
#SXSW Interactive in prep: a fashionable playing ground for 2013
4 MarIf there was one thing I learnt from SXSW last year, it was that I absolutely had to go again in 2013. On top of the fact it’s the place to hear industry leaders give expert insights, the place to learn about new innovations and source fresh inspirations, and the place where trends and directions for the tech world break… it’s also a breeding ground for incredible networking.
For anyone working within the fashion-meets-digital space, this seems especially the case this year, with more attendees headed to Austin from our industry than ever, as well as a host of relevant events to go with it.
Fashion’s Collective is hosting one of them, known as the Fashion Brain Bar on Monday, March 11 (as pictured above). It’s aim is to provide a bit of respite from the insanity of the festival, but also a space for everyone to meet the people they need to meet and have “the conversations that will play a key role in the advancements we’ll see over the next few years”.
Industry experts on hand will include Raman Kia, executive director of integrated strategy at Condé Nast through to Dave Gilboa, founder of Warby Parker. The full list can be seen here, as well as a space to submit questions to them in advance.
Another fringe event planned is called The Neighborhood. Created by AvecMode and 2nd Street District, it’s a move on from the Style X event of previous years, which brought a fashion focus (complete with runway shows) to Austin nearer the end of the festival. This time plans are in place from March 11 – 14 with a bit more of an industry edge. There are pop-up stores still, but also Q&A sessions with pros from the likes of Neiman Marcus, Michael Kors, Lyst, Refinery29 and more, as well as highlight interviews with menswear designers John Varvatos and Billy Reid.
The main SXSW schedule does of course feature a number of fashion-specific events too, including this one with Nina Garcia focused on the democratisation of high fashion. And this one featuring New York’s “digital it-crowd” in Aliza Licht, Cannon Hodge, Erika Bearman and John Jannuzzi (that’d be DKNY, Bergdorf Goodman, Oscar de la Renta and Lucky Magazine).
Fashion’s Collective has also published a survival guide to the whole five days, including must-attend events (lots of them non-fashion which I would highly recommend, there’s nothing like being inspired from outside your normal remit), as well as a handful of food and drink recommendations (indispensable).
I also love this guide from Andrew Hyde, called Ditch the Marketers, Find the Makers, it sums up the rest of the experience beautifully (be friendly to everyone, sit down when you can, put down your tech and look at people – yes really).
On that note mind you, if you’re going, drop me a line over Twitter. Assuming I can connect, I’d love to meet you.
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Tags: austin, Bergdorf Goodman, Bergdorfs, conde nast, designer, digital, DKNY, education, event, fashion, fashion's collective, festival, insights, inspiration, inspire, learning, Lucky magazine, new technology, Nina Garcia, Oscar de la Renta, social, social media, SXSW, sxsw interactive, sxswi, technology, warby parker