The Washington Post

New York Fashion Week goes digital

Oscar de la Renta crowdsources live fashion coverage on Tumblr. (Oscar de la Renta Tumblr)

Several designers are now doing live photo updates, streams and chats around the annual event, which, as TV fashion guru Judy Licht told the New York Times, means “everybody can sit in their pajamas in their bedrooms with their little snugglies on and have the same experience as editors in $500 Louboutins.”

Designer Oscar de la Renta is presenting his Spring 2012 collection not only on the catwalk but also at, which displays any photos that have uploaded to Tumblr with the tag #odlrlive, in real time. The photos may have been uploaded by editors, bloggers or models at the show, or by viewers at home. Mashable calls the initiative “inventive . . . the creation of what is designed to be a unique, kaleidoscopic record of the event.” On Tuesday evening, a live-stream of the show will also play on the page.

Although there is no place to watch every show from Fashion Week, at least 30 Lincoln Center shows — believed to be more live-streamed than ever before — can be seen at Live Runway. Those on a mobile phone can view it here.

Paper Magazine has also made a bigger effort this year to engage with viewers, partnering its editor Mickey Boardman — a Fashion Week fixture — with shoe designer Steve Madden’s Facebook page, where Boardman is posting sassy behind-the-scenes video reports.

Award for wackiest effort goes to creative agency Mother New York and Target, who sent a 25-foot Italian puppet doll named Marina to Fashion Week. Marina also launched the Missoni for Target collection, has a blog called all the way up here, and tweets at @marinawithstyle. Check her out:

Get The Post’s live updates from Fashion Week here.


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