Tommy Hilfiger is set to hand over the reins off its Instagram account to model and TV presenter Alexa Chung for its New York Fashion Week (NYFW) show later today.
Chung will document and share her perspective before, during and after the runway show, in a bid to bring a unique point of view to Tommy Hilfiger’s Instagram account and push the brands new #TommySpring15 collection to a wider global audience.
Followers will be treated to sneak peeks of key accessories, scenes of models getting ready for the runway, guests at the show and designer Tommy Hilfiger making last minute tweaks to the collection.
The brand will once again utilise a ‘Social Concierge’ experience, where a team will work both on the ground and remotely to capture bespoke assets, such as hand written notes from models, delivered upon request to consumers.
In addition Tommy Hilfiger will bring together a group of digital influencers from outside the fashion industry to participate in the debut of the First-Timers program, hosted onsite at NYFW.
The aim is to bring a “fresh perspective” to coverage of the show, and each contributor, including Vine and GIF artists Amymarie Gaertner and Micaël Reynaud, will focus on a different element of the show.
The show will be live streamed at 11am EST via social media on the Tommy Hilfiger website.