Donna Karan kicked off an innovative e-commerce campaign Wednesday during New York Fashion Week, selling a bracelet benefiting Haiti exclusively on Twitter. The irony is the fashion designer is largely unfamiliar with the platform.
"I left it up to Amex; it's not my strength," she told Mashable following her launch event at Mercedes Benz Fashion Week. "I let other people figure that out for me. It's like how I can design but I need my pattern makers to do the pattern. I mean I try to do [Twitter], but I failed typing, let's put it that way."
The bracelet is one of the first products available using Amex Sync, which lets you hook up your Twitter account with your credit card for social shopping using hashtags.
Once you've connected your account, you can tweet with the hashtag #BuyUrbanZenBracelet and look for an automated response from @AmexSync. The automated Twitter bot will @mention your Twitter handle with a link to confirm your purchase. If you tweet the confirmation hashtag within 15 minutes of the @AmexSync reply, your purchase will be complete.
"I mean the oportunity to get people to start buying on Twitter, to use e-commerce and Twitter, that's like the hugest growing facility of communication," she said. "Instead of having to deal with all the websites, it's 'Oh my God, I love that bracelet. Go!'"
The proceeds from the $80 bracelet, which is inspired by the work of the Haitian artisans it benefits, go toward Karan's Urban Zen Foundation.
Though Karan may not find herself shopping on Twitter any time soon, she knows what conversation she wants people to be having when they purchase and wear her designs.
"Help support Haiti, and the artisans of Haiti. It's heart to heart, give your heart to their heart."