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 facebook.com/RachelRoy 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.”