Oscar de la Renta is boosting its Web presence for fashion week thanks to Tumblr.

Leading up to its live-stream on Sept. 13, Tumblr created a page at odlrlive.tumblr.com where any image uploaded to Tumblr and tagged with #odlrlive will feed onto the page in real time. For the first time, the luxury brand is calling upon the community and its fan base to help generate live coverage surrounding its spring runway show.

This story first appeared in the September 8, 2011 issue of WWD.  Subscribe Today.

“Social media represents a fundamental shift in the nature of communication from a monologue to a dialogue,” said Oscar de la Renta’s chief executive officer, Alex Bolen. “This shift becomes impactful when brands can successfully integrate that dialogue into their DNA. Our social community tells us what they see, what they think, and what they expect from us.

“We believe social media will continue to evolve into more direct collaboration. We think that this is a very interesting, new way to engage with customers or potential ones.”

According to vice president of communications Erika Bearman — perhaps most well known as OscarPRGirl, the brand’s social media personality — the platform will create a quilt effect on the page, engaging editors, bloggers, models and anyone watching the show live who uploads an image to the platform with the specific tag. The brand is encouraging anyone with a Tumblr account to add content to the page.

“The idea is that with the help of the Tumblr community, we will create a unique visual representation of the show — Oscar’s vision for the runway, set against the different perspectives of all those experiencing it,” Bearman told WWD, adding that the concept for #odlrlive is based upon having a single page where all of the images uploaded to Tumblr at and around the show are aggregated — in the very same place that the brand hosts the live-stream of the runway.

The Odlr Live Tumblr page goes live Friday and will host the live-stream of the show at 6 p.m. on Sept. 13.

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