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"It worked for Burberry, so why couldn't it work for us?\nSo seems to be the thinking of several prominent U.S. fashion labels during New York Fashion Week, all of which are planning their own takes on the \"Tweetwalk\" Burberry debuted at its womenswear show in September 2011.\nThe London-based fashion house made headlines when it posted photos of every look from its Spring/Summer 2012 collection on Twitter seconds before they appeared on the catwalk. The initiative generated a huge amount of interest on Twitter \u2014 so much so that both \u201C#Burberry\u201D and \u201CChristopher Bailey\u201D trended worldwide on the platform.\nAt 5:30 p.m. ET on Friday, Tommy Hilfiger will stage its own \"Twitter Model Walk\" at its men's Fall 2012 show. The company is pushing its shoe line for autumn, and as such, will release images of the shoes on Twitter as they hit the runway. Followers can enter for a chance to win a pair by retweeting an image with the hashtag #TommyRunwayShoes, or by filling out a form on Facebook, where the U.S. fashion label will also be livestreaming video footage of its show.\nElsewhere, Rebecca Minkoff is planning to debut pieces from her collection on Twitter a full 30 minutes before they appear on the runway. Final looks will be shot outside the show's venue in Lincoln Center. Additional backstage footage will appear on the designer's Twitter and Instagram accounts, and the full show will stream live on YouTube at 3 p.m. ET on Friday.\nPerhaps most creatively, Diane von Furstenberg has teamed up with iPhone video app Viddy to shoot and distribute 15- to 30-second videos \u2014 rather than photos \u2014 of looks backstage. A spokesperson for the company said that videos will be timed to go live on Facebook as they hit the runway; some of the videos will be shared to Twitter, as well.\nKate Sroczynski, senior director of digital at DVF, says that Viddy is a way for the brand to push the Tweetwalk concept to the next level. The short timeframes and direct-to-Facebook posting capabilities give DVF a way to deliver a \"Twitter-esque\" experience while reaching the brand's more engaged fan base on Facebook, she explains.\nThe decision to debut looks on social media channels alongside \u2014 and, in some cases, ahead \u2014 of their appearance on the runway points to the growing prioritization of the online consumer audience at shows. New York Fashion Week, once a roped-off series of events for media and buyers, has become a global public spectacle, thanks to the advent of livestreaming and other online distribution channels. It's a trend we expect will only accelerate over time."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2012/02/09/twitter-tweetwalk-fashion-week/>