Paris Couture Week teams up with Instagram & Snapchat

London – The Fédération Française de la Couture, du prêt-à-porter des
couturiers et des créateurs de mode, has its sights on sharing its fashion
with the masses as the French governing fashion body has teamed up with
social media powerhouses Instagram and Snapchat for Paris haute couture
fashion week.

A photo posted by Paris Fashion Week
(@parisfashionweek) on Jul
4, 2016 at 12:19pm PDT

The first of the partnerships sees Instagram working together with the
Fédération to curate exclusive content for its platform. An “eclectic mix” of
international Instagrammers, artists, fashion insiders, illustrators,
photographers, haute couture and couture designers will take over the
official Instagram account of the Fédération throughout the duration of
Paris Couture Week and share different works of art. Designers will also
share their own unique point of view of Paris Couture week by sharing a
piece of original content, which remain exclusive to Instagram.

Paris Couture Week to offer ‘exclusive window’ into couture via
Instagram and Snapchat

In addition, 7 select Instagrammers, including illustrators Richard Haines
and Clym Evernden, the fashion editorial team of TheBlondSalad.com, and
fashion blogger Aimee Song have been given exclusive access to visit
select Haute Couture, correspondent and guest members shows and to Haute
Joaillerie presentations. Their images will be posted to the Instagram
account throughout the week.

A photo posted by Paris Fashion Week
(@parisfashionweek) on Jul
4, 2016 at 11:29am PDT

“The Fédération Française de la Couture is proud to collaborate with
Instagram, the powerful channel that has revolutionized the way the Fashion
industry communicates today. Couture week is a window for the Haute Couture
members, correspondents and guests as well as Haute Joaillerie members to
express their idea of excellence in craftsmanship, creativity and
modernity,” said Ralph Toledano, President of the Fédération Française de
la Couture, du prêt-à-porter des couturiers et des créateurs de mode in a
statement.

“We offered a privileged access to the most prestigious events of the week
to a diverse panel of talents. By using Instagram, each of them share their
rich and unique point of view on Couture and that Paris is the worldwide
pinnacle of Fashion.” In order to boost Paris Couture Week visibility even
more on an international platform, Snapchat has also teamed up with the
Fédération. On July 5, Snapchat will unveil its first Live Story for Paris
Couture Week, offering Snapchat users around the world a sneak peek into
the world of couture and haute couture.

A photo posted by Paris Fashion Week
(@parisfashionweek) on Jul
4, 2016 at 10:49am PDT

A selection of both user and brand-generated photos and videos from the
shows will be collected via geolocation tagging, allowing both those behind
the scenes and sitting front row the chance to share their own generated
real-tome content from Paris Couture Week. A number of brands will also
share sponsored content in the Live Stories, although Snapchat did not
reveal which brands, reports WWD. Other Paris Couture Week content will be
collected through geotagging.

Both social media platforms offer an enormous audience for the highly
selective fashion realm of couture and haute couture – Snapchat has over
100 million users, of which between 10 and 20 million users view its Live
Stories every day and Instagram recently hit 500 million users worldwide.
More and more brands and designers are tapping into the different social
platforms to connect with consumers in new and unique ways, using channels
such as Instagram and Snapchat together in harmony to share their stories.

A photo posted by Paris Fashion Week
(@parisfashionweek) on Jul
4, 2016 at 8:58am PDT

“Instagram is still the fashion platform, but what Snapchat is doing is
giving a new conversation. Instagram is more curated and you can get a
whole feel for a brand. Snapchat is more behind-the-scenes,” said Emilie
Fife, senior manager of digital communications at the Council of Fashion
Designers of America’s to WWD.

Photo: Dior Haute Couture AW ’16/17, Twitter