Pinterest has created a hub dedicated to fashion week content ahead of New York’s kick-off next Thursday, September 5. The initiative will be in collaboration with over 100 influencers, including brands, retailers, bloggers and publications.
Among them are Michael Kors, Kate Spade, Elle, Garance Doré, Man Repeller, Nordstrom, Oscar de la Renta, 3.1 Phillip Lim, Refinery29, Style.com and more.
The virtual scrapbooking site says it will provide an ever-updating feed of images and videos throughout New York Fashion Week, as well as into London, Milan and Paris. The idea is a response to the platform’s “massive fashion audience”, its head of community marketing Katie Garlinghouse told WWD.
“We know we have millions of pinners that look to Pinterest for fashion inspiration and we know hundreds of brands, designers and insiders use it for the same purpose, and we wanted to help connect those two a little more,” she said.
To Mashable she explained that the site wasn’t aiming to be a real-time entity like some of its competitors, many of whom also have their own ‘fashion hubs’. “It’s less about the real-time photos of the event, and more around the backstory of the event,” she explained. “For Kate Spade, we’ll see what inspired the collection, versus actual [live] images of the collection.” She highlighted everything from behind-the-scenes images to mood boards. She also said there will be no e-commerce integrations of any kind, but rather be about discovery.
According to research firm ComScore, Pinterest had nearly 47 million unique visitors in July 2013, up 36% year-on-year. Its users also reportedly post more than two million fashion pins on the platform every day. This is the first time it has participated in fashion week in an official capacity.