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As most designers chose to exhibit their collection with a runway show or presentation, designer Misha Nonoo presented hers for spring/summer 2016 New York Fashion Week through Instagram. Instead of an invitation giving an address to the show’s location, it invited viewers to follow the handle @mishanonoo_show at 10AM on September 12. Nonoo’s own Instagram feed, @mishanonoo, was also being updated with photos of the collection, but with more of a street-style take, as photos of celebrities and editors were posted wearing looks from the collection.
Viewers on Saturday turned their phone sideways to view the aptly-named “Insta-Show,” scrolling across to view large-scale photos of fresh-faced models wearing patriotic colors, stripes, jumpsuits, and culottes for spring. The feed perfectly displayed the collection’s preppy, yet sophisticated edge.
This was definitely a fresh way to display spring/summer 2016 garments, and this move has put Nonoo as a frontrunner in the group of designers taking advantage of social media. “I was inspired by the global, inclusive reach of social media and in particular, Instagram’s brilliant capabilities as a visual storytelling platform,” said the designer in her invitation. With social media becoming more and more important, it’s actually surprising that more designers haven’t done the same. Could this be the future of fashion shows?