The Most Instagrammable PFW Yet

Fashion and Instagram were fast friends and, it could be argued, Instagram is responsible for changing fashion so quickly and radically. The instant publication of fashion shows in various influencer's Instagram posts has become an inseparable part of the experience both for attendees and the brands themselves.

This most recent Paris Fashion Week, many brands created experiences that were as Instagram-friendly as possible, from the sets, to the models used, to the messages shared. From personalized sweaters at Alexander McQueen, to a Balenciaga runway dedicated to the World Wildlife Fund, attendees never ran out of material to share on the 'gram. 

Fashion shows, especially those produced by large brands, are notoriously expensive. They are fleeting, especially due to the sheer volume of shows editors and buyers have to attend. That the use of Instagram by show-goers can justify even greater expense, thereby generating a greater lift for brands, is remarkable. To illustrate the influence further, the engagement on a post of a Céline furry slides a few seasons ago proved to buyers that they should order them to satisfy the obvious customer desire for the style. 

The issue that remains is how does a brand maintain the interest of potential consumers? How does Céline make sure that the customer still wants the slides when they arrive in-store? Clearly, there is work to do on the show-to-store lead time, but the more interesting question is how to use Instagram and other social media to do this? The constant need for new images and new designs is nearing impossible from a creative standpoint, so can existing content continue to be leveraged to lead to a sustained lift? Is it possible?

http://www.glossy.co/fashion-week/paris-fashion-week-recap-designers-new-instagram-strategy