Carolina Herrera debuts Resort 2017 collection on Snapchat
Carolina Herrera debuted its new Resort 2017 collection on Snapchat to "plant seeds" with a younger demographic.
The iconic fashion house showcased a collection of images of its pre-season collection featuring 16-year-old fashionista and actress Kiernan Shipka, which are only accessible on Hearst's platform, Sweet, the Snapchat Discover publication.
While the fashion house may not be the first company that springs to mind when it comes to digital innovation, but the label and designer Carolina herself has dabbled in everything from virtual reality to Instagram, where it has amassed over 1 million followers.
Francois Kress, president and chief executive officer of Carolina Herrera, told Business of Fashion: "We like to be the first to try things. It's a way for us to reach new demographics — a broader demographic."
Mad Men actress Kiernan was shot for the youthful and glamorous campaign by photographer Kristian Schuller. In one photo she wears a stunning staying true to the brand and elegant,” explained Kress on their choice of model. “It was a great match.”
The iconic fashion house, which is well known for its classic, red carpet designs, as seen on Hollywood's A-list, is laying the groundwork to attract the post-Millennial audience, six to 20-year-olds, who will be known as Generation Z, and will be recognised as the first true "digital natives". tiered tulle dress with a plunging neckline, and ribboned bodice, as she poses against a window looking out onto a cityscape.
“Mrs Herrera is someone who likes to have fun, and we saw that Kiernan really embodies that you can have fun and experiment with fashion while
The Venezuelan-born designer already carries a childrenswear line, but the focus with the Snapchat campaign is on growing that younger audience into adult customers.
"When we talk about bringing Carolina Herrera to a younger audience, we already have things for them (to buy)," Kress pointed out. "We also certainly want to plant the seeds for the future, whether it be for a formal occasion, or a wedding, or daywear."
Carolina Herrera is not expecting instant results, but it is an exercise in positioning the company in the lives of a future generation, admits Kress.
“For us, the bottom line is that we’re trying to stay as relevant and desirable as we have been for 35 years,” he stressed.
“That requires introducing talent on the team, not just in design. It’s an evolution, not a revolution, totally done with great respect for the DNA of the brand. The great thing about this collection is that you have no doubt looking at any item that it’s a Herrera.”