As Givenchy prepared for its show at New York Fashion Week, the famed fashion house picked up on one of the biggest trends — democratizing the experience.
Nearly 1,200 “real people," as well as fashion-school students and faculty members, were randomly selected to attend one of the most coveted shows of the season. They got there, ready to hobnob with the glitterati, via a Givenchy-hosted website specifically set up for the drawing. The website was unveiled, of course, via social media — which resulted in Givenchy trending on Facebook on the day of the announcement.
It was only a few short years ago that iPhones started popping up more regularly in the front row of shows; by 2013, Instagram hashtags and videos exploded. Now, each New York Fashion Week moment is an opportunity for fans to document their favorites — and it's an opportunity for brands to share the experience with customers across the globe.
It's no small task. To learn what it takes to share a Fashion Show — telling several small, yet meaningful stories that resonate with the fashion-watching public — check out my diary from Fashion Week.
2:30 p.m. Saturday 💪 Ready to go!
"Team social" arrives, and we talk through our game plan, ensure all logistics are sorted out — like our WiFi signal is strong enough. Our aim for the night is to highlight the most exciting moments of the presentation through multiple formats of content — tweets, Snapchats, GIFs — to reach as many people as possible. We want our community to feel as if they're in the room with us, capturing the romance and excitement of the experience but in a way that translates easily to our customer.
3:00 p.m. Saturday 💻 Set up Twitter War room
We're active on several social platforms, but some make more sense than others for live events. We'll be sharing a lot of content in a short amount of time, but it can't be too intrusive in the feed. And it needs to be interesting. A social 'war room' command center, or whatever you want to call it, is our small army of people delivering tweets and Instagram pics — and everything in between — in a very short period of time. But social media isn't just about pushing content — we're also watching conversations and engaging in a real-time dialogue, while promoting top-performing content.
3:30 p.m. Saturday 📷 Taking #BTS [behind the scenes] photos
We're feverishly trying to work through our shot list, capturing photos and creating animated GIFs and pushing out as quickly as possible. There's a lot going on backstage, and we have to be careful not to interrupt the flow of what's happening. Someone sees us capturing a hair flip GIF with a model backstage, and, before we know it, there's a crew of cameras sneaking in to get a take, too. Case in point.
3:45 p.m. Saturday 🙈 Periscope of BTS
A few sneak peeks, but we're focusing on prep and protecting the big reveal. We have people dispersed throughout the space, and I love getting the "Amy! You have to come see this" accompanied with a big grin.
There's a lot that goes on backstage and the energy is pretty crazy. Most people don't get to see that.
4:00 p.m. Saturday 💃Reworking Images in the moment
And we're live on social media. I'm constantly checking all of our feeds to look at it from the customer's eyes and make sure we're sharing a story that makes sense to those following along at home. And timing is key. It's kind of like a dance.
4:30 p.m. Saturday 📹 Triller Founder Arrives
Two days before our show, we downloaded and tested a new app Sarah Quon on our social media team found on the internets, called Triller. It was a hit with our team, so we reached out an invited the founder to come back stage and capture videos for us. Social media requires you to be an early adapter and extremely nimble. And, usually, that's where the magic comes from for events like these.
6:00 p.m. Saturday 🙏 Showtime!
Ready to bring this to life! The entire room clears out while Marissa and the team perfect the styling. Then they open the floodgates, and it feels a bit like a treasure hunt: weaving in and out of people to find the best photo/GIF/video ops to capture.
6:15 p.m. Saturday 😉 GIPHY Goes Live
We find the most engaging content opportunities, and mesh that with behaviors and expressions that match the platform we're pushing to. Like the hair flip. We know from past performance that customers love fun pictures and lots of detail. This is just one way to bring that to life.
6:30 p.m. Saturday 👻 Snapchat moment
Meanwhile, we're also busy on Snapchat and Periscope. I'm back and forth between the event and capturing content, then checking in with the team backstage.
7:00 p.m. Saturday 👍 Close of Show
The models are done, but the work keeps going for us. The event is wrapping up and visitors are spilling out into the streets of Manhattan, but the social team is hard at work engaging with our community, rounding out the story arch, and picking sweepstakes winners.
8:30 p.m. Saturday 🙌That's a wrap
Finally, a chance to catch our breath, give high fives, and take in the collective response from our audience. Events like this are high-pressure, high-stress and such a thrill <wink> Feeling super proud of the team and excited we were able to bring our fans into the experience.