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Fashion Week's surprising scene-stealers: social media and sharing apps

Caitlin McGarry | Feb. 12, 2014
Google Glass, the Moto X, and Samsung's Galaxy Gear have all appeared on runways at Mercedes-Benz Fashion Week, proving that tech and fashion are made for each other. But this spring, it's not gadgets that are stealing the spotlight at the semiannual spectacle. Social networks and sharing economy startups are getting in on the action, helping designers hawk their wares, get to shows, and show off the glitz behind the scenes.

Bags and accessories were also available for a higher price: the most creative hashtagged submissions, as chosen by blogger Aimee Song.

Designer clothes on a serious budget
Want free clothes? The nonprofit group Peers, whose mission is to teach regulators and regular folks about the sharing economy, launched PeersSwaps last week to capitalize on March's parade of Fashion Weeks in New York, London, Paris, and Milan. PeersSwaps are clothing exchanges that will take place online in partnership with swapping sites Yerdle and Swapdom, as well as in person at events in 50 cities around the world.

The social media angle: PeersSwaps attendees will photograph and blog their experiences with appropriate hashtags to bring the sharing economy some Fashion Week buzz.

"OK Glass, share my photos"
Diane von Furstenberg first sported Google Glass as a fashion accessory at Fashion Week last year. This spring, Google's much-discussed wearable device is helping journalists document the shows in painstaking detail. Women's Wear Daily's beauty writers are using Glass to shoot photos, videos, and GIFs of backstage prep and share them on Google+. From the runway to real life, Glass has sure come a long way in a year.


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