Mercedes-Benz Fashion Week Australia (MBFWA) has added a social media initiative to its digital roll-out for 2013.
As reported earlier this week on ragtrader.com.au, MBFWA has partnered with e-commerce platform Jasu to broadcast shows to audiences globally for the first time this year.
In another Australian first, organiser IMG Fashion has also launched on new social media tool 'Stackla' to broaden the event's global reach.
Stackla will showcase tailored content across Facebook, Twitter, Instagram and Pinterest in one place to curate social media content around MBFWA.
Built into the Mercedes-Benz Fashion Week global website mbfashionweek.com, Stackla will curate content from designers, partners, international guests, media outlets and VIP's.
MBFWA official channels will also be aggregated onto a visual pinboard.
IMG Fashion strategy and brand development director Elle Persson said the firm is committed to pioneering new technologies.
"Via Stackla we are able to open up the showroom doors and provide real time content from the front row direct to consumers.
"This real-time digital interaction with the runway across multiple channels has never been done before, and reaffirms Mercedes-Benz Fashion Week Australia as being at the forefront of digital innovation."
Stackla will work alongside this season’s live stream, which will allow viewers from around the globe to view runway shows.
The spring/summer 2013/14 collections will take place from April 8 at Carriageworks, Sydney.
CHRISTOPHER ESBER: At MBFWA 2012.
