Rebecca Minkoff Debuts Collection On Snapchat

Snapchat, having been used for a few different brand campaigns, finds a new partner in Rebecca Minkoff. For Minkoff’s NY Fashion Week show at Lincoln Center on Friday Afternoon, snapchat will be used to debut five to ten new looks minutes before they hit the runway. Minkoff is using Twitter to acquire Snapchat friends to individually send pictures out one by one to its friends on the photo sharing app. The fashion company isn’t hoping to give its users a proper preview — as 10 seconds isnt’ exactly long enough to get a good look at any one piece — but is rather hoping to make use of the novelty factor of the medium, much like Taco Bell and 16 Handles. Whether this is another successful branding campaign remains to be seen, but what’s clear is that the photo sharing application is proving more versatile than initially imagined.