Founded in 1980, Carolina Herrera may not be the first fashion house you’d think of when it comes to jumping on the bandwagon of Snapchat and Instagram or even ‘trying new things’. But it seems that the high-end label is down for exactly that.
“We like to be the first to try things,” President and chief executive of Carolina Herrera, Francois Kress, told the Business of Fashion.
It appears that experimenting with the now has quite paid off for the label’s eponymous leader, Venezuelan-American fashion designer, Mrs. Herrera herself. Indeed, the 35-year-old fashion house has already amassed quite a following on Instagram, with a record 1 million followers.
That’s not all, though. Herrera will also be launching its 2017 Resort collection in a portfolio shot by Kristian Schuller via Snapchat on the ‘Sweet’ channel. The channel launched last November as a collaboration between Hearst and the image messaging app.
While it’s certainly not the first time a brand has taken to a single media app to introduce exclusive first peeks at its upcoming collection, choosing the Snapchat channel gives a slight hint at Carolina Herrera’s new target audience.
Sweet, which rakes in about 15 million unique views per month, are reportedly of particular interest to the new generation, spanning six to 20 years of age.
Further, 16-year-old actress Kiernan Shipka, who has starred in American period drama “Mad Men”, leads Carolina Herrera’s Resort 2017 portfolio.
“Mrs Herrera is someone who likes to have fun, and we saw that Kiernan really embodies that you can have fun and experiment with fashion while staying true to the brand and elegant,” Kress says, calling the collaboration a “great match”.
Source: Luxury-insider.com Photos: Luxury-insider.com via HouseofHerrera Instagram