Fashion unfiltered: How four creative directors are using Snapchat

This story originally appeared on Glossy, Digiday’s sister site about all things fashion, luxury and tech.

Instagram has sent shockwaves through the fashion world, for publishers and retailers alike. But increasingly, industry attention is being driven toward a much more unfiltered competitor in the social app space: Snapchat.

In late 2015 and early 2016, a smattering of designers joined the app, beginning with Alexander Wang, who joined Snapchat to lure consumers to his store in September, and Marc Jacobs joining who joined in time for Fashion Week in February. Some credit the transition to Snapchat to its more authentic feel, which lets users express themselves without filter.

“Everyone’s moving to Snapchat because it’s the most authentic platform,” Spring CEO Alan Tisch told the Glossy Podcast. “It’s unedited live video in the moment.”

Snapchat is equally keen to collaborate with the fashion world, featuring fashion week live stories so the masses can get a look at the most notable fashion events around the world, including the Met Gala and New York Fashion Week.

And personalities in the space have also taken it on as a way to get their brand out into the world. Here is how four of the most engaging fashion creative directors are using Snapchat.

Prabal Gurung (@prabalgurung)
Gurung shot to big-time fame after his designs were worn by First Lady Michelle Obama and Kate Middleton, Duchess of Cambridge, among many other notable celebrities and public figures.

Gurung’s Snapchat provides a glimpse of his booming social and professional life, including most recently a visit to the American Ballet Theater’s Spring Gala. In addition to posting selfies from the red carpet, he also snapped a pic of ballerina it-girl Misty Copeland. In the same 24-hour window, the busy designer shared videos from a speech he gave at an event for the Mayor’s Fund to Advance New York City, before getting stuck in traffic in Times Square on the way home.


Olivier Rousteing (@OlivierRousteing)
Rousteing, who has 2.9 million Instagram followers, is no stranger to social media: Only 25 when he became creative director of Balmain in 2011, he is the epitome of social media-savvy.

Rousteing has a separate Snapchat account from Balmain (@balmainofficial) to showcase his vibrant personality and to maintain a bit of autonomy apart from the brand. When he’s not being spotted in fashion week live stories, he’s sharing Snapchats with his “Balmain Army” crew, which includes the Kardashian and Hadid sisters.


Alexander Wang (@alexanderwangny)
In September 2015, Wang shared a vague and mysterious video to Instagram telling followers to go to his flagship store in New York City at a specified date and time. A followup post shared information about the brand’s new Snapchat account “for behind the scenes access to AW events & more surprises,” Racked reported.

Alexander Wang would go on to use that Snapchat account for giveaways, handing out special packages in collaboration with for the first 10 people to present a screenshot of the account. In 2016, Wang continues to take to Snapchat to share the latest news about his fashion collections and photos with some of his favorite models, including Hanne Gaby Odiele and Lexi Boling, Glamour reported.

Screen Shot 2016-05-17 at 1.04.24 PM

Rebecca Minkoff (@rebeccaminkoff)
The designer best known for her luxe handbags shares everything from her workout regimen to what she’s eating for dinner on her Snapchat account, all while decked out in the latest Rebecca Minkoff designs. Minkoff highlights the ongoing trend of designers sharing moments from their personal lives on the app, taking a break from fashion by providing a glimpse into the minutiae. Follow Minkoff to feel as if you’re running alongside her from event to event, before sitting down to a full spread of baguettes and charcuterie.


Image via Helga Esteb/Shutterstock

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