CHUNG’S NEW ROLE: MyTheresa.com is tapping into Alexa Chung’s considerable social media clout. As of Saturday, Chung will serve as MyTheresa.com’s social media guest editor for the duration of New York Fashion Week. The retailer said Chung will post “the highlights of her schedule during New York Fashion Week” on MyTheresa.com’s Instagram account, @mytheresaprgirl, and via the retailer’s Twitter and Facebook accounts. There, she’ll chronicle the shows she sees and parties and events she attends during the flurry of fashion week.
Chung has more than 700,000 followers on her Instagram account and 1.2 million Twitter followers, and will link her posts for MyTheresa.com during fashion week to her own social media accounts. The social media project marks Chung’s second collaboration with MyTheresa.com, after the model and presenter took part in the retailer’s interview and film series called “MyTheresa.com Women” in July. Chung clearly struck a chord with the retailer’s audience, as MyTheresa.com noted that its e-mail newsletter publicizing Chung’s interviews and editorial shoot had the highest click-through rate of any of its newsletters.
This story first appeared in the February 5, 2014 issue of WWD. Subscribe Today.