KaKoo

Nordstrom live-streamed Jason Wu’s Fall 2012 collection on its website.

New York and London fashion weeks have drawn to a close, and the data is in.

Fashion designer Jason Wu’s Fall/Winter 2012 collection garnered the most attention across blogs, Facebook and Twitter during New York Fashion Week, according to a report from Attention USA. Wu’s show accounted for 16% of designer mentions across during Fashion Week, followed by Marc Jacobs (14%), Diane von Furstenberg (12%) and Michael Kors (12%).

It’s an impressive feat, given that compared to the three other designers in the top four, Wu is both relatively young and relatively unknown, particularly outside North America. The Taiwanese-Canadian designer put together his first collection in 2006, and was nominated for Vogue‘s coveted Fashion Fund award in 2008. First Lady Michelle Obama, who wore his designs in an on-air interview with Barbara Walters and at her husband’s presidential inauguration ball, is credited with giving Wu’s name national recognition.

So what generated all the buzz? It wasn’t the merit of Wu’s designs alone. The designer had partnered with Nordstrom to live-stream, blog and tweet about his show, and consumers were able to pre-order pieces from the collection from Nordstrom immediately afterwards.

Although it’s not mentioned in the report, we imagine Wu’s collaboration with Target, which hit and promptly sold out at stores just five days before his show, helped with the numbers as well.

Going beyond the traditional livestream also helped generate buzz for other brands. Attention USA credits Marc Jacobs’s success to the backstage access the label granted to bloggers. Diane von Furstenberg teamed up with Viddy to produce 15- to 30-second videos leading up to the show, which populated a tab on the designer’s Facebook Page. (Note: DVF is a client of Attention’s.) Michael Kors, meanwhile, set up a “All Access Kors” website complete with livestream and a chat widget that cross-posted messages to viewers’ Facebook and Twitter accounts. The designer also launched a behind-the-scenes board on Pinterest.

According to a separate report from the British Fashion Council, the number of viewers who watched livestreams from London Fashion Week increased 100% year-over-year. Exact viewer numbers were not disclosed.

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New York Fashion Week kicks off Sept. 7, and once again designers and the press are leveraging the web to reach virtual audiences far larger than those present at shows.

Building off success from past seasons, many brands will live stream the unveiling of their Spring/Summer 2012 collections on their websites and Facebook Pages, as well as video platforms such as YouTube and Livestream. Still more will be uploading backstage footage via their Facebook, Twitter, Tumblr and Instagram accounts.

Meanwhile, members of the fashion press will be churning out 140-character reviews and mobile snapshots live from the shows, while posting longer, slideshow-accompanied reviews on their respective news sites.

With so much to choose from, following Fashion Week online can feel nearly as overwhelming as attending in person — which is why we’ve gathered together the best resources for enjoying the festivities online and on your mobile phone. If there’s any we’ve missed, please let us know in the comments section below.

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Live Video

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For a mostly comprehensive schedule of show live streams, see below. A mobile-optimized version of most of these streams is available at m.youtube.com/liverunway for the first time this season.

Nicholas K
Thursday, Sept. 8, 9 a.m. ET

BCBGMAXAZRIA
Thursday, Sept. 8, 10 a.m. ET

Richard Chai
Thursday, Sept. 8, 11 a.m. ET

Supima
Thursday, Sept. 8, 1 p.m. ET

Tadashi Shodji
Thursday, Sept. 8, 2 p.m. ET

Luca Luca
Friday, Sept. 9, 11 a.m. ET

Rebecca Taylor
Friday, Sept. 9, 2 p.m. ET

Nicole Miller
Friday, Sept. 9, 6 p.m. ET

Cynthia Rowley
Friday, Sept. 9, 7 p.m. ET

Lacoste
Saturday, Sept. 10, 10 a.m. ET

Jill Stuart
Saturday, Sept. 10, 11 a.m. ET

Vivienne Tam
Saturday, Sept. 10, 3 p.m. ET

Charlotte Ronson
Saturday, Sept. 10, 6 p.m. ET

Monique Lhuillier
Saturday, Sept. 10, 7 p.m. ET

Derek Lam
Sunday, Sept. 11, 12 p.m. ET

DKNY
Sunday, Sept. 11, 1 p.m. ET

Tracy Reese
Sunday, Sept. 11, 2 p.m. ET

Diane von Furstenberg
Sunday, Sept. 11, 4 p.m. ET

Custo Barcelona
Sunday, Sept. 11, 7 p.m. ET

Tommy Hilfiger
Sunday, Sept. 11, 8 p.m. ET

Carolina Herrera
Monday, Sept. 12, 10 a.m. ET

Carlos Miele
Monday, Sept. 12, 11 a.m. ET

Rebecca Minkoff
Monday, Sept. 12, 1 p.m. ET

Donna Karan
Monday, Sept. 12, 2 p.m. ET

Betsey Johnson
Monday, Sept. 12, 6 p.m. ET

Perry Ellis
Monday, Sept. 12, 7 p.m. ET

Marc by Marc Jacobs
Monday, Sept. 12, 7:30 p.m. ET

Badgley Mischka
Tuesday, Sept. 13, 10 a.m. ET

Vera Wang
Tuesday, Sept. 13, 11 a.m. ET

Herve Leger by Max Azria
Tuesday, Sept. 13, 2 p.m. ET

Oscar de la Renta
Tuesday, Sept. 13, 6 p.m. ET

Tibi
Tuesday, Sept.13, 7 p.m. ET

Narcisco Rodriguez
Tuesday, Sept. 13, 8 p.m. ET

J. Mendel
Wednesday, Sept. 14, 1 p.m. ET

Milly by Michelle Smith
Wednesday, Sept. 14, 3 p.m. ET

Anna Sui
Wednesday, Sept. 14, 6 p.m. ET

Elie Tahari
Wednesday, Sept. 14, 7 p.m. ET

Ralph Lauren
Thursday, Sept. 15, 10 a.m. ET
This season, Ralph Lauren will be live streaming its collection show on the New York Times‘ iPad app.

Marc Jacobs Collection
Thursday, Sept. 15, 8 p.m. ET

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Twitter

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If you prefer live tweets to live video, we have a few favorites we recommend you follow.

@womensweardaily
Official Twitter account of fashion trade publication Women’s Wear Daily, tweets commentary and photos.

@EHolmesWSJ
Retail/fashion reporter for The Wall Street Journal, frequently posts images and news.

@CathyHorynNYT
New York Times critic, tweets colorful, descriptive commentary from the shows.

@evachen212
Beauty director of Teen Vogue, supplies a good deal of backstage footage.

@jimshi809
A live, photo-filled chronicle of runway shows and parties from freelance fashion journalist Jim Shi.

@elvainadine
WSJ multimedia producer and reporter, posts high-quality photos straight from the runway.

@DetailsMatt
Fashion market director at Details magazine, covering mainly men’s collections.

@cutblog
Updates (including plenty of gossip) from New York magazine’s fashion blog.

@CNFashion
Retweets from Conde Nast fashion and beauty editors.

@nyfw
New York Fashion Week tweets chosen by Twitter.

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Fashion News Sites

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For those of you who prefer more editorially heavy coverage, here our top six picks for fashion news throughout the week.

Style.com

Some of the most intelligent collection reviews during Fashion Week, accompanied by comprehensive slideshows and videos from the runway. If you’re more interested in behind-the-scenes stories, see Style.com’s People + Parties section.

Women’s Wear Daily

Reviews and highlights from the collections are paywall-free throughout the week.

On the Runway

The New York Times‘ style blog contains short updates from on and around the runway, often accompanied by slideshows.

Heard on the Runway

Editorial coverage and slideshows from The Wall Street Journal.

The Huffington Post

Trend reports and show reviews from The Huffington Post and its contributors.

Fashion Etc.

Reviews and slideshows. Amina Akhtar, who founded The Cut, will also be penning a Fashion Week diary for an inside look at parties and shows.

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Tumblr

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Despite some negative backlash over its Fashion Week plans, Tumblr is once again sending a round of bloggers — 16 this time — to chronicle the shows. An internal staff of editors will also be curating posts to display at tumblr.com/nyfw.

In addition to Tumblr’s chosen 16, we’d also like to put these Tumblrs on your radar for Fashion Week:

WWD
Consistently one of the first to upload runway footage to Tumblr, plus a hearty dose of backstage and celebrity/front row footage.

dknyprgirl
If you don’t have the pleasure of sorting through thousands of show invite requests each season, you can live vicariously through the updates from DKNY’s online personality, “dknyprgirl.” In addition to humorously inappropriate requests and other behind-the-scenes anecdotes, you can hope to get a few sneak peeks of show preparations, too.

Teen Vogue
Although not known for up-to-the-minute fashion reporting, Teen Vogue is great about distributing runway footage in a timely manner, as well as capturing the scene in and around Lincoln Center.

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Instagram

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After enjoying New York Times reporter Brian Stelter‘s coverage of Hurricane Irene through Instagram, we decided to include a list of some of our favorites for a visual report of the week. To locate them, open up Instagram and search for their usernames under Profile > Search Instagram > Users and usernames.

oscarprgirl
Watch Oscar de la Renta and his team put the finishing touches on the Spring 2012 collection from Director of Communications Erika Bearman. You’ll also get snapshots of this enviable doyenne’s ensembles more mornings than not.

simonesoliver
Expect a fair number of street photographs from Simone Oliver, senior fashion producer at The New York Times.

evachen212
Eva Chen cross-posts most of her Instagram snapshots to Tumblr and Twitter, but if you’re keen to get backstage snapshots of makeup artists in action directly in your Instagram feed, you can follow her there too.

manrepeller
See what increasingly well-known tastemaker/blogger Leandra Medine of Man Repeller is wearing and watching.

burberry
Although not part of New York Fashion Week, followers can look forward to London by following Burberry’s feed of glossy product images and stylish trench coats on the street.

Image courtesy of Lauren Indvik, Mashable

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Staging a runway show at Lincoln Center during New York Fashion Week is a costly privilege available to few designers who are not at the helm of established national or global brands.

Elsewhere in New York, however — in art galleries, restaurants, basements, garages, hotels and studios — young designers are cramming friends, retailers and whatever press they can get to see their own, more budget-friendly presentations. And several of them are incorporating digital technology to expand their audience beyond those in the room, just as larger brands have partnered with Livestream and YouTube to stream their shows live online.

We learned about two particularly creative uses this season. Earlier this week, we wrote about how young design label Timo Weiland hosted an after-party with mobile startup Fashism to engage a digital audience with the collection. Party guests were invited to try on clothes, some of which had debuted only hours earlier, and upload photos of themselves wearing those pieces straight to Fashism and, by proxy, Twitter, for real-time feedback.

Perhaps more inventively, designer and former Project Runway contestant Althea Harper partnered with live-streaming platform Watchitoo to engage with fans during her New York Fashion Week show last Friday.

For Harper, it was important not to “just film an event other people are at,” but to stage a show that put the digital audience first.

“I have a great fanbase coming from Project Runway, but a lot of people don’t live in New York,” Harper explained in an interview with Mashable. “I wanted to let them get in on the excitement, and to be able to interact more with them,” she said.

Throughout the event, which was hosted at Gallery Nine in Soho, Harper took questions via Twitter and Watchitoo’s chat widget, and in turn interviewed members of her team. Physical attendees became the actual lookers-on during those interviews, watching Harper answer questions behind a tangle of camera equipment, although they had a much better view of the 12 models displaying the collection.

Check out the live stream above to see Harper take questions during the show, and browse the gallery below for some behind-the-scenes shots.

Guests wait for the start of the show.

Attendees examine makeup used in the show.

The event's host, a personal friend of Harper's, addresses the online audience ahead of the show.

The live stream host speaks with the Watchitoo team.

Designer Althea Harper with models.

Designer Althea Harper with models.

Designer Althea Harper with models.

Designer Althea Harper with models.

Several images courtesy of Watchitoo

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Upscale fashion designer Derek Lam unveiled Wednesday a new, 16-piece collection designed exclusively for eBay. The designs debuted simultaneously at Fashion Week headquarters in Lincoln Center and on ebay.com.

Consumers are invited to view and cast votes for their favorite pieces, made from a combination of poplins, denim and printed georgette in simple, easy-to-wear designs, at dereklam.ebay.com. The five dresses with the greatest number of votes will then be produced and made available in sizes 0 to 16 for purchase on ebay.com in May. Each will cost between $125 and $295 — by no means cheap, but significantly more reasonable than the $1,000+ price tags attached to items in Lam’s primary collection.

What’s unusual is not that Lam is producing a one-off collection for eBay – big-name designers like Vera Wang and Alber Elbaz of Lanvin have partnered with the likes of H&M and Target in similar initiatives in the past — but that consumers are getting a say in what part of the collection makes it to market.

Since the birth of the ready-to-wear industry, fashion editors and department store buyers have determined what of a designer’s collection gets produced — not consumers. Now, thanks to a more social web culture and online tools for voting and purchasing, consumers are getting the opportunity to decide (collectively, at least) what items are manufactured, whilst merchandisers are able to more accurately estimate demand and adjust production accordingly.

“Having a direct and immediate dialogue with the online audience is what makes fashion exciting and relevant in this moment,” Derek Lam observed in October, when the collection was first announced. “eBay’s technology offers me a unique and innovative opportunity to reach new and existing customers directly, and to create fashion they desire.”

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NYC event guide GrandLife and watchmaker Swatch employed Twitter in an unusual way at a New York Fashion Week party at the Tribeca Grand Hotel on Friday.

A model dubbed the “Swatch Girl” showed up at the event in a dress made entirely out of watches (107 in all) from Swatch’s pastel-colored New Gent and Lady collections. Attendees were offered free watches straight from the model’s dress for sending tweets to @swatchus with the #swatchgirl hashtag.

The dress, which took two hours to build, was completely destructed by 1:30 a.m. — a little less than an hour and a half after the event started. The model wasn’t, of course, left completely undressed, because she wore a sheath beneath the cleverly arranged watches.

Swatch estimates that the promotion had a total reach of 400,000 from attendees’ tweets alone.

Check out the gallery below to see photographs of the dress and its construction.

Designers from House of Diehl construct the dress.

All of the watches were given away by 1:30 a.m.

Images courtesy of Swatch, GrandLife

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American fashion designers are welcoming thousands of friends, celebrities, buyers and media to Lincoln Center to unveil their fall 2011 collections at New York Fashion Week.

Tens of thousands more will be tuning in online and via their mobile phones, as designers stream live video footage of their shows on the web and attendees distribute their 140-character-or-less reviews and mobile snapshots over Twitter, Facebook, Tumblr, Foursquare and other social networks.

With so much to see, following Fashion Week online can be nearly as overwhelming as attending in person, so we’ve gathered together the best online resources to help you enjoy the experience on your platform of choice. If there’s any we’ve missed, please let us know in the comments section below.

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Live Video

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Building on success from seasons past, a fair number of brands are continuing to live stream their runway shows on their websites, Facebook Pages, and through video-serving partners such as Livestream, YouTube and Style.com. We’ve compiled a list below, which includes the full schedule of shows that will be streamed on Livestream.com. Click on the names below to find the livestream.

BCBG Maxazria
Thursday, February 10, 10:00 a.m. ET

Vena Cava
Thursday, February 10, 12:00 p.m. ET

Wayne
Thursday, February 10, 6:00 p.m. ET

Christian Siriano
Thursday, February 10, 7:00 p.m. ET

Peter Som
Friday, February 11, 10:00 a.m. ET

Perry Ellis
Friday, February 11, 11:00 a.m. ET

Jason Wu
Friday, February 11, 1:00 p.m. ET

Rebecca Taylor
Friday, February 11, 2:00 p.m. ET

Rebecca Minkoff
Friday, February 11, 3:00 p.m. ET

Costello Tagliapietra
Friday, February 11, 3:00 p.m. ET

Nicole Miller
Friday, February 11, 6:00 p.m. ET

Cynthia Rowley
Friday, February 11, 7:00 p.m. ET

Richard Chai
Saturday, February 12, 11:00 a.m. ET

Prabal Gurung
Saturday, February 12, 12:00 p.m. ET

Vivienne Tam
Saturday, February 12, 3:00 p.m. ET

Alexander Wang
Saturday, February 12, 5:00 p.m. ET

Charlotte Ronson
Saturday, February 11, 6:00 p.m. ET

Altuzarra
Saturday, February 12, 8:00 p.m. ET

Derek Lam
Sunday, February 13, 10:00 a.m. ET

Preen
Sunday, February 13, 11:30 a.m. ET

DKNY
Sunday, February 13, 1:00 p.m. ET

Max Azria
Sunday, February 13, 3:00 p.m. ET

Calvin Klein Collection, Men’s
Sunday, February 13, 2:00 p.m.

Thakoon
Sunday, February 13, 6:00 p.m. ET

Cushnie et Ochs
Sunday, February 13, 7:00 p.m. ET

Tommy Hilfiger
Sunday, February 13, 8:00 p.m. ET

Carolina Herrera
Monday, February 14, 10:00 a.m. ET

Carlos Miele
Monday, February 14, 11:00 am. ET

Ohne Titel
Monday, February 14, 1:00 p.m. ET

Donna Karan
Monday, February 14, 2:00 p.m. ET

Monique Lhuillier
Monday, February 14, 3:00 p.m. ET

Alice + Olivia
Monday, February 14, 5:00 p.m. ET

Betsey Johnson
Monday, February 14, 6:00 p.m. ET

Kevork Kiledjian
Monday, February 14, 6:00 p.m. ET

Marc Jacobs
Monday, February 14, 8:00 p.m. ET

Badgley Mischka
Tuesday, February 15, 10:00 a.m. ET

Rad Hourani
Tuesday, February 15, 10:30 a.m. ET

Vera Wang
Tuesday, February 15, 11:00 a.m. ET

Diesel Black Gold
Tuesday, February 15, 1:00 p.m. ET

Herve Leger
Tuesday, February 15, 2:00 p.m. ET

Marc by Marc Jacobs
Tuesday, February 15, 4:00 p.m. ET

Sophie Theallet
Tuesday, February 15, 5:00 p.m. ET

Tibi
Tuesday, February 15, 7:00 p.m. ET

Narcisco Rodriguez
Tuesday, February 15, 8:00 p.m. ET

Michael Kors
Wednesday, February 16, 10:00 a.m. ET

Nanette Lepore
Wednesday, February 16, 11:00 a.m. ET

Oscar de la Renta
Wednesday, February 16, 12:00 p.m. ET

Jeremy Scott
Wednesday, February 16, 1:00 p.m. ET

Herchcovitch;Alexander
Wednesday, February 16, 1:00 p.m. ET

Anna Sui
Wednesday, February 16, 6:00 p.m. ET

The Blonds
Wednesday, February 16, 7:00 p.m. ET

Son Jung Wan
Thursday, February 16, 12:00 p.m. ET

Calvin Klein Collection, Women’s
Thursday, February 17, 2:00 p.m. ET

Naeem Khan
Thursday, February 17, 7:00 p.m. ET

Many shows will also be uploaded to the official Fashion Week channel on YouTube after the show.

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Twitter

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Twitter has opted not to launch another sponsored microsite for tracking Fashion Week on the microblogging website, but users can still follow along by tracking the #nyfw hashtag.

If you’re looking for more streamlined coverage, we have a few favorites we recommend you follow:

@womensweardaily
Official Twitter account of fashion trade publication Women’s Wear Daily, tweeting commentary and photos.

@EHolmesWSJ
Retail/fashion reporter for The Wall Street Journal, frequently posts images and news.

@CathyHorynNYT
New York Times critic, tweets colorful, descriptive commentary from the shows.

@elvainadine
WSJ multimedia producer and reporter, posts high-quality photos straight from the runway.

@DetailsMatt
Fashion Market Director at Details magazine, covering mainly men’s collections.

@evachen212
Beauty Director of Teen Vogue, supplies a good deal of backstage footage.

@cutblog
Updates (including plenty of gossip) from New York magazine’s fashion blog.

@CNFashion
Retweets from Conde Nast fashion and beauty editors.

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Tumblr

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Tumblr is the darling of New York Fashion Week this year. The blogging startup has brought 24 fashion bloggers to New York for the nine-day series of events, and many large brands and fashion-oriented publications have launched Tumblr blogs ahead of the festivities. It’s also the name on everyone’s lips at the various conferences and panels being held in New York this week.

Tumblr has put up one of the best resources for following fashion week online at tumblr.com/nyfw, which displays posts curated by Tumblr’s “internal staff of editors,” Tumblr Fashion Director Rich Tong tells us. Users can navigate to the “Popular” and “Everything” tabs to see a wider range of content tagged with nyfw, and view a nearly comprehensive list of livestreaming shows.

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Fashion News Sites

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For those of you who prefer more editorially heavy coverage, here our top four picks for fashion news throughout the week:

Official New York Mercedes-Benz Fashion Week Site

This contains the full show schedule, current and past footage from runway shows and designers bios.

Style.com

Style.com posts some of the most intelligent collection reviews during Fashion Week, accompanied by loads of photographs and videos of the runway. If you’re more interested in behind-the-scenes stories, see Style.com’s People + Parties section.

Heard on the Runway

Editorial coverage and slideshows by The Wall Street Journal. (The WSJ is also streaming all of the tweets and Foursquare checkins of its fashion reporters here.)

On the Runway

The New York Times‘s style blog contains short updates from on and around the runway throughout the week, often accompanied by slideshows.

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More Fashion Resources from Mashable:

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- Why Fashion’s Top Brands Are Flocking to Tumblr
- 3 Ways to Design Your Own Clothes Online
- 7 Stellar Examples of Branded Content from the Fashion Industry
- Why the Fashion Industry Is Betting Big on Branded Online Content
- How the Fashion Industry Is Using Digital Tools to Increase ROI

Image courtesy of GoRunway.com, Monica Feudi

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The fashion community has taken root on Tumblr, and Tumblr is determined to help it grow.

The blogging platform recently hired Rich Tong, the founder of social fashion site Weardrobe (acquired by Google in mid-2010), to serve as fashion director. His first big project? Sending more than 20 bloggers to New York Fashion Week next month.

Eight bloggers are already stationed in New York; the rest will be flown in for the nine-day series of shows and parties, which run from February 9 to 17. Tumblr is fronting the costs for all participants, including flights, hotel accommodations, transportation, meals, etc., and handling all of the invites to fashion shows.

When asked if he was having trouble securing enough invites, Tong replied that the initiative “has been very well received among designers.”

Among the lucky 20-plus bloggers, many of whom have never before attended Fashion Week, are Jessica Quirk of What I Wore, Sara Zucker of farpitzs, Rebecca Roe of The Clothes Horse, John Januzzi of Textbook and Erin Hagstrom of calivintage. Tong would not disclose how the bloggers were chosen, but it appears (understandably) that those with the largest followings make up the list.

Tumblr will host a stream of the bloggers’ content at nyfw.tumblr.com, alongside news from other media sources. The startup is also throwing its own Fashion Week party for the fashion community.

The goal? “More than anything, this is just to build awareness around the fashion community on Tumblr because it’s one of those communities that we [at Tumblr] have noticed but not everyone in the [fashion] industry has,” he explained.

Tumblr is also out to prove that its fashion bloggers aren’t just personal style bloggers, posting images of their outfits on their blogs, but capable reporters as well, Tong said in an interview with Fashionista.

The fashion community on Tumblr is valuable to brands, he contends.

Image courtesy of Jessica Quirk

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