Vodianova is among personalities – several with hefty social media followings – that have been conscripted by French fashion’s organizing body to document the week’s high fashions and high jewelry on Instagram.
The photo sharing platform is collaborating with the Fédération Française de la Couture du prêt-à-porter des couturiers et des créateurs de mode, which plans to curate the contributions on its account under the handle @ParisFashionWeek.
Illustrators Richard Haines and Clym Evernden, collage artists Thomas Lélu and Pierre Marchal, fashion blogger Aimee Song, and the editorial team of The Blonde Salad will also post couture images on their site and share them with the federation.
These Instagrammers – with a combined following in excess of five million – are to attend select couture shows by official, correspondent and guest members. Couture week runs through July 7 in Paris, with the last day devoted mainly to jewelry presentations.
The federation aims to heighten the “international aura” of the week and “celebrate the creativity and the modernity” on display.
The organization has also asked couturiers and brands to submit original images representing couture, which are to be mingled with the guest posters throughout the week.
The federation, whose president is Puig fashion chief Ralph Toledano, launched its Instagram account last September and counts about 8,000 followers. The Instagram projected, initiated by KCD digital, a branch of the New York-based public relations and production agency, is designed to increase its content and reach.