While being an official MAGIC blogger this season is definitely work, there are certainly perks. For one, yesterday we all received a welcome gift bag filled with goodies from Havaianas, Object Mythology, ela rae, and DKNY. Receiving a garment from Donna Karan’s label was impressive enough, but the fact that it was the Cozy wrap (pictured) – the versatile layering piece that’s so popular it has it’s own iPhone app – was a plain score. Gifting bloggers for their work is just one example of DKNY’s understanding of social media’s impact on fashion.
As we previously mentioned, DKNY has gained quite a digital presence in the last year, thanks to the brand’s savvy marketing navigator, DKNY PR GIRL. Besides gracing us with quick wit and candid industry advice via Twitter and Tumblr, she’s also encouraged the brand to partner with a number of digital influencers at top events like NYFW and now, MAGIC.
In partnership with FashionablyMarketing.Me, DesignerSocial.com, Style Republic Magazine’s The Fashion Influencer Project, DKNY provided top bloggers with their Cozy wrap to see how they can incorporate the piece into their own style. (By the way, besides being chic and crazy-comfortable, the best thing about the Cozy is that there are multiple ways to wear.) Individuals were also interviewed, photographed, and snapped using the Pose mobile application to share on Facebook and Twitter using the #DKNYCozyLV hashtag. We can’t wait to see what other digitally-inclined moves the brand makes next.