- Vivian Hendriksz |
London - The Fédération Française de la Couture, du prêt-à-porter des couturiers et des créateurs de mode, has its sights on sharing its fashion with the masses as the French governing fashion body has teamed up with social media powerhouses Instagram and Snapchat for Paris haute couture fashion week.
The first of the partnerships sees Instagram working together with the Fédération to curate exclusive content for its platform. An “eclectic mix” of international Instagrammers, artists, fashion insiders, illustrators, photographers, haute couture and couture designers will take over the official Instagram account of the Fédération throughout the duration of Paris Couture Week and share different works of art. Designers will also share their own unique point of view of Paris Couture week by sharing a piece of original content, which remain exclusive to Instagram.
Paris Couture Week to offer 'exclusive window' into couture via Instagram and Snapchat
In addition, 7 select Instagrammers, including illustrators Richard Haines and Clym Evernden, the fashion editorial team of TheBlondSalad.com, and fashion blogger Aimee Song have been given exclusive access to visit select Haute Couture, correspondent and guest members shows and to Haute Joaillerie presentations. Their images will be posted to the Instagram account throughout the week.
"The Fédération Française de la Couture is proud to collaborate with Instagram, the powerful channel that has revolutionized the way the Fashion industry communicates today. Couture week is a window for the Haute Couture members, correspondents and guests as well as Haute Joaillerie members to express their idea of excellence in craftsmanship, creativity and modernity,” said Ralph Toledano, President of the Fédération Française de la Couture, du prêt-à-porter des couturiers et des créateurs de mode in a statement.
“We offered a privileged access to the most prestigious events of the week to a diverse panel of talents. By using Instagram, each of them share their rich and unique point of view on Couture and that Paris is the worldwide pinnacle of Fashion.” In order to boost Paris Couture Week visibility even more on an international platform, Snapchat has also teamed up with the Fédération. On July 5, Snapchat will unveil its first Live Story for Paris Couture Week, offering Snapchat users around the world a sneak peek into the world of couture and haute couture.
A selection of both user and brand-generated photos and videos from the shows will be collected via geolocation tagging, allowing both those behind the scenes and sitting front row the chance to share their own generated real-tome content from Paris Couture Week. A number of brands will also share sponsored content in the Live Stories, although Snapchat did not reveal which brands, reports WWD. Other Paris Couture Week content will be collected through geotagging.
Both social media platforms offer an enormous audience for the highly selective fashion realm of couture and haute couture - Snapchat has over 100 million users, of which between 10 and 20 million users view its Live Stories every day and Instagram recently hit 500 million users worldwide. More and more brands and designers are tapping into the different social platforms to connect with consumers in new and unique ways, using channels such as Instagram and Snapchat together in harmony to share their stories.
“Instagram is still the fashion platform, but what Snapchat is doing is giving a new conversation. Instagram is more curated and you can get a whole feel for a brand. Snapchat is more behind-the-scenes,” said Emilie Fife, senior manager of digital communications at the Council of Fashion Designers of America’s to WWD.Photo: Dior Haute Couture AW '16/17, Twitter