For her first-ever New York Fashion Week show, Rebecca Minkoff has decided to crowd-source a stylist. The designer, who just hired a blogger as her CMO, has turned to fashion community site Polyvore for new talent.
Specifically, she has asked users to create a set, or virtual collage, featuring images from her spring line and campaign (including the “Dee” clutch, which was designed by a Polyvore user in a previous contest). Minkoff will select one winner and fly him/her out to New York City in February to help style her runway show. Two runners-up will receive a free bag.
An entry by Polyvore user Njadu-fashion freak.
With over 7 million users, Polyvore can be a great marketing tool for designers — and Minkoff is not the first brand to realize the site’s full potential. YSL, Calvin Klein, Gap, Coach and more have all sponsored similar contests on Polyvore. The site’s users are also dedicated shoppers — in November, a spokesperson for Rebecca Minkoff told Bnet that, “people who spend between $200 and $499 online are six times more likely to be on Polyvore.”
The Fashion Week contest, which ends today, has drawn more than 4,000 entries.