Clearly recognising the pull of an IT-kid with an iPhone 6, Tommy Hilfiger has announced that his upcoming New York Fashion Week show will have a specially designated Instagram photography area. Calling it an InstaPit it will be the first exclusive space for social media focused content creators at fashion week.
The pit will debut at the brand’s February 15 show at the Park Avenue Armory, where they hope it will democratise the runway experience for fans. Speaking to WWD Hilfinger said, “Each season we use digital technology in innovative ways that transform the show setting and open the experience to everyone”. This current offering follows previous Gen-Y focused moves, like the brand’s 2014 InstaMeet, where Instagrammers were invited to cover the Fall show. More recently, the Spring 2016 show featured a Twitter Halo. This was where Gigi Hadid, Suki and Immy Waterhouse, Joe Jonas and other stars filmed 360-degree videos that were shared in real time across the brand’s digital platforms.
Credit where it’s due, they knew what teens wanted when they brought out Tommy Girl, and they know what they want now.