The Italian fashion world is still in shock: the Milano Fashion Week just ended. Praised designers like DSquered2 and Armani, young promises and newcomers… the streets of the Lombardy state capital were full of glamorous people, star and representatives of many institutions (and of course, PM Renzi couldn’t miss it). Everything painted with a touch of gold by the Academy Awards in Los Angeles that were celebrated in the city too, with a bit of jet lag.
What? You missed out the #MFW? Impossible. This year Twitter did it all to share online every catwalk, every make up, and every outfit. Interviews to the protagonists, rumors, secrets and news from the fashion world.
Twitter and CNMI: millions of #MFW
It’s enough to look at numbers. The hashtag #MFW in the last two days raised 23 million and a half impression and 14 million and a half reach. And #MFW16 had respectively 7 and 6 million. We are talking about impressive numbers. But this is no randomness, Twitter Italia actually seized the opportunity and took advantage of the fashion week to get an alliance with the Camera Nazionale della Moda to become the official sponsor of the show. In front of the fashion hub in Gae Aulenti square, there was a huge installation with the hashtag #MFW, to allow people to take a selfie and tweet it instantly.
From Blue Room to Twitter Mirror
But it’s not over. Do you know the famous Twitter’s Blue Room? It’s a room where the life and secrets of its guests are revealed and described in 140 characters. The first one who stepped in was Marco Mengoni. Once inside, it’s impossible to get out… you need to answer to all the community’s questions.
During the fashion event, the Blue Room moved to Milan and welcomed guests such as Bianca Balti, Angela Missoni, Carlo Capasa and Renzo Rosso, all of them were answering questions through a video posted live.
The Q&A was a success: the audience wasn’t only Italian, but international and the impression of #MFWBlueRoom were millions. In the Blue Room there were also the Twitter mirrors, that allowed VIPs to take selfies and share them with their fans.
Twitter Reporter and Periscope
Twitter decided to really take advantage of the situation, and unleashed two exceptional Twitter Reporters Arianna Chieli and Cleo Toms. Arianna Chieli is a fashion journalist that has been working in and on the digital for years, while Cleo Toms, is a young girl that conquered Twitter with her make up videos. The live twitting from the catwalks with their presence has been truly interesting.
Blue Room, Twitter Mirror and special reporter. And, as if this was not enough, also Periscope to show live exclusive events. Fashion and social, two world that are becoming more and more connected.