American Express Instagram Tower at NYFW

New York Fashion Week kicked off yesterday, and thousands of pictures of designers’ latest creations will fill Twitter, Facebook and Instagram. But, sponsor American Express is interested in the fabulously-dressed attendees of NYFW.

From Fast Company,

American Express will provide a unique perspective for attendees, displaying street-style fashion photography courtesy of fashion photographer, writer, and illustrator Garance Doré on three Instagram Towers stationed in the lobby of Lincoln Center, the central hub for fashion’s biannual show-and-tell.

Even though Dore will be working the tents at Fashion Week, those not in attendance can still find themselves on the feed. Fans can submit their own street-style fashion images through Instagram using the tag #AmexFashion and have the opportunity to be selected by Dore for inclusion.

Why I’m Curious

There are few opportunities for NYFW featured user generated content, and I think American Express was able to include consumers in an authentic way. Fashion influencers and fans will be sharing photos from the runway all week, and American Express was able to give them a moment in the spotlight.

With mobile photo sharing is higher than ever, American Express was able to promote themselves as a sponsor of NYFW as well as promote influencers and fans to be a part of the exclusivity.

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