DIGITAL ADDITION: Rachel Roy is joining the list of designers opting for a digital runway show this season. “Digital has always been an important platform for telling my story and connecting with women,” Roy said. Hers will be available for viewing at on Feb. 14 at 11 a.m. “It’s such a fixture in our lives and I wanted to explore how I could apply that to showing my collection this season.” Roy explained.

On Feb. 8, the designer will kick off a tease campaign via several social media platforms like Twitter, Instagram, Pinterest, Facebook and Vyou. Roy will also offer exclusive content with behind-the-scenes footage from hair to makeup. “It’s very inclusive and lets people experience and interact with all the elements that go into a fashion show,” Roy said.

This story first appeared in the January 31, 2013 issue of WWD.  Subscribe Today.

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“Fashion week has become increasing busy and hectic,” she added. “I wanted to create a different experience that transcends just a brief moment in time and deliver it in a different way so people can take the time and experience it at their own pace.”

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