BEHIND THE SCENES: Tory Burch is taking the concept of fashion insider to a whole new level. Today at 9 a.m., the designer will launch a microsite, runway.toryburch.com, offering fans and the fashion-obsessed alike the chance to go inside the spring experience. “The idea was to bring the show to life,” said Burch. “It’s one destination for everything from our live-stream to images of our inspiration, behind the scenes, runway coverage and more.”
The experience is being posted in real time before, during and after the show, and will allow viewers to sort the collection by piece and trend, share via social media and even preorder two accessory pieces from the runway. The site will be updated ongoing with news pertaining to the season and was created with the New York-based digital firm Firstborn.
This story first appeared in the September 10, 2013 issue of WWD. Subscribe Today.