In line with this week's New York Fashion Week, financial services corporation American Express holds its own fashion week in social media.
AmEx had Paper Fashion's artist Katie Rodgers to sketch personalized outfits of fashion bloggers personally handpicked by the company. They asked for fall fashion advice from the bloggers Anthony Urbano of Closet Freaks, Helena Glazer of Brookyln Blonde, Rachel Martino of Rach Martino, Lougé Delcy of Dapper Lou and Kimberly Pesch of EatSleepWear. They are all New Yorkers.
From the advice of the renowned bloggers, Rodgers sketched their ideas and AmEx shared it on their various social networking accounts. The bloggers also did their part and posted the sketches on their blog.
Mona Hamouly, AmEx's social media communications vice president, said, "Social media is not only a powerful medium, it's an extremely visual one, so this idea naturally lent itself to it." The brand is a strong supporter of Fashion Week. They wanted to make fashion engaging and easily shareable through Rodgers' works.
They believe that social media brings fashion closer to the public since they no longer have to be invited to the event just to see what happens in Fashion Week. It's not only for designers and models, too, as bloggers begin to take a more active role as participants of the event.
This isn't the first time that American Express launched a digital marketing campaign. In the past, the company promoted the Unstaged concert series, which run digital concerts of act like Pharell Williams in social media sites Youtube and Vevo. They hired Marvel-famous director Spike Lee to lead the concert project held at New York's Apollo Theater. Hamouly explained that the company actively collaborate with artists and entertainers to input creativity in the brand.
The New York Fashion, featuring the Spring 2015 collection of designers, runs from September 4 to 11. It's to be followed by London and Milan Fashion Week and to conclude in Paris in October.
