AmEx Uses Bloggers to Take Fashion Week to Social Media

Sharing advice, sketches of fall clothing

Coinciding with New York Fashion Week, American Express is holding its own fashion week event on social media to show off fall fashion looks from top online fashion experts.

For the five-day campaign which kicked off on Sept. 2, AmEx asked fashion bloggers Helena Glazer of Brooklyn Blonde, Rachel Martino of Rach Martino, Kimberly Pesch of EatSleepWear, Lougé Delcy of Dapper Lou and Anthony Urbano from Closet Freaks for their fall fashion advice. After describing their ideal look, Paper Fashion's Katie Rodgers sketched the personalized outfits. The drawings will be shared through AmEx's social media channels as well as the fashion bloggers' own sites.

"Social media is not only a powerful medium, it's an extremely visual one, so this idea naturally lent itself to it," said AmEx social media communications vp Mona Hamouly. "We wanted to showcase artist Katie Rodgers' beautiful sketches in a way that people could very easily engage with and share."

AmEx has been pushing digital campaigns, including its Unstaged concert series and its artist series which redesigned its card art. The financial services company has previously collaborated with artists and others in fashion and this effort just puts a social medal spin on it, Hamouly said. 

Rodgers added that she felt social media was a great normalizer that enables anyone with an eye for clothing to share thoughts online in real time, allowing everyday fashionistas to have a voice along side typical magazine bibles and Fashion week catwalks.

"Just a few years ago, you had to be invited to an event or show to see and hear what was happening in that moment. Social media brings those moments to everyone and anyone, and it opens up the stage to talented bloggers to share their style," the artist said.

Publish date: September 4, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT