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Pinterest today will unveil its first fashion week hub.
The site, which is to photos what Twitter is to text, is taking advantage of the fact that users post more than two million fashion pins on the platform every day.
This story first appeared in the August 28, 2013 issue of WWD. Subscribe Today.
The social medium has never participated in fashion week in an official capacity until now. The company has partnered with over 100 influencers to populate pinterest.com/fashionweek. Michael Kors, the Style Network, Kate Spade, Lucky Magazine, Elle, Garance Doré, Huffington Post Style, Into the Gloss, Man Repeller, Nordstrom, Oscar de la Renta, 3.1 Phillip Lim, PopSugar, Refinery29, Style.com and Song of Style are just some of the brands, publications, retailers and bloggers that will continue to pin for the duration of New York, London, Milan and Paris fashion weeks. Additional partners will be revealed early next month.
According to research from ComScore, Pinterest.com saw nearly 47 million unique visitors in July — up 36 percent from a year prior — and this program was born as a response to its “massive fashion audience,” according to Pinterest head of community marketing Katie Garlinghouse.
“We know we have millions of pinners that look to Pinterest for fashion inspiration and we know hundreds of brands, designers and insiders use it for the same purpose, and we wanted to help connect those two a little more,” Garlinghouse told WWD. “It’s giving a highly engaging experience to our pinners who are excited about fashion.”
Because of the nature of the medium, Pinterest is in a position to highlight behind-the-scenes images, mood boards and other visuals from fashion week.
Asking Kors — who has nearly 105,000 Pinterest followers — to take part in the program was a no-brainer for Garlinghouse, who said that in addition to a significant presence on Pinterest, the designer turns to the medium for his own inspiration. Kors’ “Lights. Camera. Fashion!” board features 34 images of apparel and accessories offering his view of what is chic for the start of fall.
Despite getting plenty of hype — and a valuation of roughly $2.5 billion after its $200 million round of funding in February — the three-and-a-half-year-old social medium doesn’t currently generate any revenue, nor does it have advertising on the site.
“We are still fleshing it out,” Garlinghouse said. “The primary goal is around user engagement and building an enthusiastic community around users and their passions and using those things in their real life. We are down the road going to consider how monetization plays into that, and when we get there, it will be complementary to how our users are already discovering content on Pinterest. It’s a work in progress.”