Ahead of DKNY's runway show today for New York Fashion Week, the brand's newly appointed Creative Directors Maxwell Osborne and Dao-Yi Chow will be putting the finishing touches on their Spring/Summer 2016 debut collection. At the same time, they will be creating content for a digital and social campaign designed to personalize marketing to fans.
In an intiative conceived under the creative directors and DKNY's first Chief Image Officer Hector Muelas, the brand will use Instagram's newly updated messaging feature, Instagram Direct, to provide fans personalized content on how Mr. Osborne and Mr. Chow conceived those designs, ranging from explanatory videos to sketches to behind-the-scenes images.
Fans need to follow looks from the show tagged with the official hashtag #DKNYSS16. They can then use the new Instagram "Direct" arrow to send looks they like to @dkny, after which they'll receive information about the story behind those designs. This content will be sent to only the fans who use the Direct feature, and will not available to everyone following @dkny.
The idea speaks to the ethos of the creative directors, known for their accessibility in an industry built on exclusivity. It's also meant to give consumers information on looks they are particularly interested in and not bombard them with content.