Since the evolution of social media, Fashion Week changed from being an exclusive event for only the most important fashion people to a world-wide easy accessible one. These days, many designer brands show behind-the-scene videos and pictures on Instagram but especially on Snapchat. Take Stella McCartney for example. She adds behind-the-scenes to her Snapchat story like this picture below which shows Kanye West and Father Paul McCartney backstage.
Rebecca Minkoff, goes a step further by snapping short videos of the collections before the runway show starts. Since 2013, subscribers have been watching pieces, minutes before models hit the catwalk.
In a tweet, Minkoff announced to add the brand on Snapchat to get a glimpse of her latest fashion pieces. Read more on InStyle. Models, like Taylor Hill present on Snapchat how they get their catwalk make-up done backstage.
Also, famous fashion and style bloggers make it easier for followers to see pictures and to get information about Fashion Weeks during the event. Since those posts have been made, everyone craved for collection pieces immediately while or shortly after runway shows. Thus, the see-now, buy-now fashion model emerged. Burberry was one of the first fashion brands that started this experiment in 2010. Today, almost every brand has implemented this model.
Read more about social media and Fashion Week on Pop Sugar.
Nowadays, everyone can be a part of all the Fashion Weeks that take place thanks to social media. We are live and even backstage but still virtually with our smartphones. I would not say that social media makes Fashion Week obsolete but it is a chance for luxury fashion brands to make more sales and to be ahead of fast fashion brands like Zara, H&M and Co. (ML, 6:45 PM)