Tommy Hilfiger will invite key New York City Instagrammers to document his New York Fashion Week show in February.
Tommy Hilfiger is planning a digitally-engaged show for New York Fashion Week.
The fashion designer will introduce the first runway show InstaMeet when he presents his next womenswear collection on February 10 at the Park Avenue Armory in Manhattan.
The innovative idea sees 20 local Instagrammers capturing the action from the runway, while Hilfiger himself will collaborate with two influential New York City Instagram pros, Brian DiFeo (@bridif) and Anthony Danielle (@takinyerphoto), as they join him behind the scenes.
Avery Baker, the Tommy Hilfiger Group's chief marketing officer, told WWD: ''We strive to develop digital programs that challenge and evolve the way we engage the industry and consumers around our runway show.''
The hashtag for the show is #tommyfall14, while the InstaMeet's is #nyfwinstameet.
The designer's new plan to promote artistic imagery of the show on the popular social networking site comes after he banned celebrities from the front row during last September's New York Fashion Week because he wanted to return the focus on fashion.
He commented at the time: ''I don't like the drama in the fashion world. I like to do our thing without the drama.''