Leave it to the Oscar de la Renta team to use the newest and fastest growing social photo-sharing site, Pinterest, to unveil the latest bridal collection. On Monday, April 16, 2012, Oscar de la Renta began live-pinning photos of the 2013 Bridal Show to its Pinterest board. Photos of the venue, show preparations, models, shoes, accessories, and, of course, the gowns, were being uploaded just as quickly as they were being liked and repinned on users’ personal Pinterest boards.
On Pinterest, the photos speak for themselves. Instead of using Twitter, Tumblr, or Facebook, Oscar de la Renta took a chance on a fairly new social platform to showcase the 2013 Bridal Collection. Considering how much buzz Pinterest continues to generate, maybe this was the best time for the fashion house to capitalize on the burgeoning photo-sharing site’s recent success.
The esteemed fashion house is no stranger to social media platforms. The Oscar de la Renta Tumblr was created last September in time for Fall 2011′s New York Fashion Week. The Tumblr account uploaded photos of the show in real-time as the entire show streamed in the center of the page.
Last month, Time Magazine included OscarPRGirl in its list of the 140 Best Twitter Feeds of 2012. OscarPRGirl gives followers a peek inside the Oscar de la Renta fashion house with news, links, Instagram photos, and YouTube videos, designed to make followers feel as if they are part of the Oscar de la Renta PR team.
Earlier this month, Oscar de la Renta used Facebook to give fans a first chance to own the newest fragrance Esprit d’Oscar. By simply “liking” the Oscar de la Renta Facebook page, fans could sign up to receive free samples of the fragrance before it hit fragrance counters at actual department stores.
It appears that the next step for the Oscar de la Renta team will be collaborating with a site that allows for sales to be generated through the images of the designs. According to Mashable Business, CEO of Oscar de la Renta Alex Bolen has begun coordinating with start-up company Fancy. Fancy shares similarities to Pinterest, however, the items seen on Fancy are available for purchase.
It looks like this fashion team understands that an online presence is vital to connecting to a youthful, technologically savvy audience. For more information on Oscar de la Renta, check out some of the official sites: