@Diesel shows fashion on Twitter

Monday, 21 April 2014

Fashion designer Nicola Formichetti (@Formichetti) made his @Diesel debut with a big splash at a show in Venice.

When Formichetti, who is the Artistic Director for Diesel, decided to debut his first full collection for the label in Venice, he knew that only so many people would be able to attend in person. To share the otherwise exclusive gathering more broadly as it happened, he gave fans around the world a view from the front row and a look behind the scenes on Twitter.

Formichetti and Diesel organized groups of live-tweeting influencers, pre- and post-show Q&A’s, behind-the-scenes Vine videos and Twitter Mirrors backstage so fans would feel like they were watching the show live at the Arsenale.

A greater volume of content and conversation showed great results for @Diesel, which had 15 times its average daily follower growth on the day of the show.

Behind the scenes

With Twitter, @Formichetti and Diesel Founder @RenzoRosso gave fans a peek behind the curtain at what went into the preparation and creation of the show.

Tweet the scene

Fashion editors and industry influencers like @AnnaDelloRusso, @EricWilsonsays, @Kikoxxx, @SusieBubble and many others took to Twitter to document their travels to the show. They gave Twitter users a feel for the ambience of Venice by live-tweeting their experiences leading up to the show — everything from their water taxi rides to the rush they felt when the first model walked the runway.

Vine artist Jordan Burt (@imfauxreal) created Vine videos to give a look behind the scenes, from fittings to interactions with the models.

Fashion advice

Fashion editors with big followings were enlisted to tweet about the event from their seats. The editors, including @annadellorusso, Fashion Director of Vogue Japan; InStyle’s Fashion News Director @ericwilsonsays; @francasozzani, Editor in Chief of Vogue Italia; @imranamed, Editor in Chief of Business of Fashion; and @mrjoezee, Creative Director of Elle Magazine took turns taking over the @Diesel account to answer lots of fan questions. Using #DieselVenice, fans tweeted questions ranging from which models would walk the runway to which trend the editors felt was the biggest to come out of the show.

Mirror mirror on the wall

To capture all the excitement, Diesel placed Twitter Mirrors backstage among the models and in the Twitter Lounge with VIP guests. The Twitter Mirrors tweeted photos with sneak peeks of hair, makeup and design teasers that even invited guests hadn’t yet seen, tagged with the #DieselVenice hashtag.

Whether you’re an established brand, up-and-coming designer or fashion blogger, your audience is on Twitter. It is a great way to discover new, interesting content and make real human connections with designers, editors, models and others.

Do you know of other innovative uses of Twitter? Write to [email protected].