Designers and presenting partners came prepared to interact with attendees and fans at home via social media networks and hashtags. In addition to shows streaming live on the Mercedes-Benz official site, for the first time this year videos and photos from some have landed on Instagram.
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Essence of Luxury
At The House of Mercedes-Benz fashion boutique, visitors get access to a unique social media contest; they can enter for a chance to win a pair of semi-customized, Mercedes-branded Shwood sunglasses. Participants are asked to capture their interpretation of the "Essence of Luxury" at #MBFW via Instagram and Twitter.
Photographer, Angel Conesa, checks out the iPad at Papyrus, where there's access to exclusive contests, photos and live feeds from Mercedes-Benz Fashion Week.
Estefania Garcia-Correa, a student at FIT, uses an iPad to type notes for the writer she is interning with this semester.
To add another perspective, fashion shows were streamed on the MET Screen on Lincoln Center's Plaza.
Emerson by JPS
The Emerson by JPS presentation closed day four, but before that could happen, attendees have their cameras at the ready.
A Los Angeles-based stylist, Pinky Campbell, checks Instagram while waiting for a show to begin.
While the rest of the audience embraces fashion 2.0, some trend spotters keep it old school with pen and paper, recording what they see on the runway.
The 90 featured fashion designers showing this season have REEL CODE frames in the MBFW program. This interactive augmented-reality app allows users to access four corners of multimedia channels for each designer.
Photographer Shan Dodd, handles social media for FashionBloggerImages. This season, she chose to shoot the fashion shows on her new iPad mini and has been uploading the images to Instagram on an iPhone.
Son Jung Wan
Many in the audience at the Son Jung Wan presentation opted to record video of the beautiful pieces that came down the runway.
Sarah Ryan Hecht, an Associate Culture Editor at Style Sight, took the opportunity to charge her phone at Zappos' #RechargeStation.
Runway Rest Stop
Cottonelle's Runway Rest Stop pulled up to Lincoln Center today, offering an upgraded bathroom experience to attendees and passersby with a luxury toilet trailer. People who used the toilette could tweet pictures, using hashtag #LetsTalkBums to be entered for a chance to win a seat an an upcoming fashion show.
Noon by Noor
When it came to using phones or tablets at the Noon by Noor presentation, size didn’t seem to matter.
Designer Rebecca Minkoff and Deborah Curtis, vp of entertainment marketing and sponsorships at American Express, brought the popular live + digital event series “American Express Unstaged” to Mercedes-Benz Fashion Week, with a performance by Janelle Monáe.
Mercedes-Benz Fashion Week attendees can share their own fashionable moments on Instagram, using the official hashtag #MBFW.
Not unlike a rock concert, there was no shortage of smartphones in the audience.
Having a barcode or confirmation number on one’s mobile phone eases check-in before shows.
At the Samsung Galaxy Lounge, NYFW attendees charge their phones and check out new products.
Benefit Cosmetics’ Rollerbabes
Rollerbabes from Benefit Cosmetics converge on Lincoln Center to trumpet the second anniversary of They’re Real! mascara. The high-energy ladies in pink handed out gifts and urged attendees to tweet and Instagram photos using the hashtag #realsies for a chance to win a year’s supply of the brand.
Misha Janette, a Tokyo-based fashion editor, uses an iPad to post updates to social networks.