Welcome to the new currency, and no, it isn’t bitcoin. Marc Jacobs is opening a pop-up shop during next week’s New York Fashion Week where visitors can trade on their online popularity. No USD accepted — all “Tweet Shop” transactions will be based solely on how well shoppers use Twitter, Instagram, and Facebook to share what they want to buy.
More of an ongoing contest than a proper store, buyers tag their posts with #MJDaisyChain, and the day’s best Instagram photo, for example, will win a Marc Jacobs handbag. Everything in the shop is geared toward the label’s new Daisy print campaign. Besides an array of fashion and accessories, the store will also feature Daisy-themed artwork by Langley Fox Hemingway (sister of Dree, great-grandaughter of Ernest), Daisy nail art, a photo booth, and a DJ. Sounds more fun, for the audience, at least, than what will be happening on the runways all week.
The Tweet Shop, at 462 West Broadway in SoHo, will be open from February 7th to 9th, from 11 to 7 pm each day.