How Snapchat Is Seriously Changing Fashion Week Everywhere
I have my reasons, though not least of them that it is Paris Fashion Week, and Paris has a very special place in my heart. I wanted to know every moment and see show happening in the City of Lights while I was stuck in class back here in New York City. Even though I had my computer with me and I could see the shows updated on Vogue Runway after the fact, I realized this: Snapchat was my favorite way to absorb every chic happening.
When Snapchat debuted its Fashion Week live stream, or "Our Story," for the 2014 fall shows, it was the coolest thing ever. I could watch Gigi Hadid and Kendall Jenner behind the scenes at Michael Kors, Eva Chen on her way to a venue and Alexander Wang prepping for his show. I was there, but I didn't actually have to be there - you know, since my invitation got lost in the mail and everything.
Snapchat is becoming the most accessible and appealing medium for the public to see every look down the runway and all the juicy behind-the-scenes action. According to The Wall Street Journal, the first Snapchat fashion week story garnered more than 23 million unique views! As my Cambio editor said, it's sort of like watching fashion week in your pjs. Who wouldn't want to do that? Bring me some ice cream, too.
Brands are also getting really, really on board. Burberry actually teamed up with Snapchat this London Fashion Week with a special marketing push, which included giving followers a sneak peak before the day of the show at certain runway looks. A Burberry spokesperson told WWD the app is "known for being a high-reach, high-engagement platform," showcased by the millions of people who watched their show via Snapchat.
Alas, phoneless, I have missed the majority of Paris Fashion Week live. Unfortunately I guess I'll just have to catch up the old-fashioned way. For all you lucky phone carriers, check out this list of who to follow on Snapchat for the best fashion week stories, wherever you are.