Accessories designer Rebecca Minkoff is staging her first show at New York Fashion Week next month, and she's turning to online styling community Polyvore to find a stylist for the show.
From now until the morning of January 24, users can create fashion collages with pieces from Minkoff's spring collection and submit them to the contest. Minkoff will select her favorite look and fly the winner to New York City for three days to help her style the show. He or she will also have a seat in the audience during the event.
The lucky winner will perhaps be seated next to the winner of another recent Minkoff-sponsored contest on Polyvore, in which more than 4,000 users competed to design the brand's next "morning after clutch" using photographs of materials selected by Minkoff herself. The winning clutch will go on sale this spring under the Rebecca Minkoff label.
Polyvore is just one of the many platforms the brand has recently begun leveraging to engage users online. Minkoff recently named former independent fashion blogger Daniel Saynt the new Chief Marketing Officer for the company. Previously, Saynt consulted with Minkoff and a number of more established brands, including Burberry and Louis Vuitton, on social media initiatives, and is now pushing the company onto new platforms.
Saynt is working aggressively to align Minkoff with the creators of what he sees as the next generation of media, mainly by developing partnerships with blog networks such as Bloglovin, as well as individual fashion bloggers. In addition to branded promotions, chosen bloggers are now invited to borrow Rebecca Minkoff accessories for everyday use, a privilege previously limited to celebrities and the editors of major magazines.
Saynt is also looking at younger platforms, such as SCVNGR and GoldRun to create new kinds of experiences.
"I think it's important for brands to take calculated risks," he says. "You want to be ahead, doing what's next and ahead of the curve. It's not about Facebook and Twitter anymore, it's about so much more online."
In addition, Saynt is planning to fill the front row of the company's first fashion show not just with celebrities, buyers, editors from traditional media and fashion bloggers, but also with influential CEOs in the tech industry.
"We want to work with companies that are pushing where media is going, we want to be associated with them," he says, citing Tumblr as an example. "We're a brand growing phenomenally, and we want to make sure we can associate our brand with [those companies] in every way possible. They are determining the future of retail."
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