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CELEBRITY DRESSING 2.0: For the past few years, Donna Karan took to its Twitter account in the voice of its popular DKNY PR Girl to give followers a glimpse into the ups and downs of dressing celebrities during award show season. The brand is going a step further with the launch of its Donna Karan Atelier app, dubbed “Celebrity Dressing 2.0,” just in time for the 70th annual Golden Globes next month. The app invites users to be a “fly on the celebrity wall” in the design and production process, following the dress around the world to its final red carpet destination.
This story first appeared in the December 20, 2012 issue of WWD. Subscribe Today.
“For years, I would document the trials and tribulations of award show dressing [on Twitter] and really let people know what was going on behind the scenes, without naming names or attaching photos,” said Aliza Licht, senior vice president of global communications at Donna Karan. “It was just conversational, and there were always so many questions about how it works, so we decided to take celebrity dressing to the next level in the visual sense.”
The brand teamed with social media agency We Are Social on the app, which launches today on Donna Karan New York’s Facebook page. Users will be able to follow the brand’s journey visually and interactively through a series of teasers — from the inspiration behind the dress, to celebrity fittings (which will be kept anonymous) and finally, if all goes well, to the red carpet, for the big reveal. To play along, users simply need to “like” the brand on Facebook, and can also join the conversation with the hashtag #DonnaKaranAtelier on Twitter.