Staffers from DVF and its social media marketing agency will be using the iPhone app, which is often described as "Instagram for video," to shoot 15- to 30-second clips that will populate a designated tab on DVF's Facebook page. Videos, the first of which will be posted Wednesday, will include backstage interviews with Furstenberg and her creative team, model castings, hair and makeup runthroughs, as well as shots of looks minutes before they go down the runway.
Each segment will be approved on-the-spot by Kate Sroczynski, senior director of digital at DVF, and posted directly to the Facebook tab. Since the tab isn't compatible on mobile, the company will be posting some videos to its Facebook Wall and to Twitter.
The experience is designed to give fans a more intimate -- and frenetic -- look at show preparations. Sroczynski says she and her team were inspired by the "Tweetwalk" Burberry staged last September, during which the London-based fashion house shared photos of each look on Twitter moments before they hit the runway. Viddy's ease of use and short timeframes give the brand a way to deliver a "Twitter-esque" experience through video on Facebook, Sroczynski explains. "Our fans really respond well to behind-the-scenes content and any contact with Diane," she adds.
The brand will still be streaming its show from the photographers' pit on youtube.com/liverunway beginning Sunday, Feb. 12 at 4 p.m. ET, as well.