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DKNY’S REALITY SHOW: DKNY has partnered with StyleCaster Media Group for a new marketing campaign entitled “Something New York.” The DKNY fall collection will be styled by five handpicked New Yorkers on stylecaster.com. In addition, each participant’s story regarding their fashion point of view, career and life will be conveyed through custom multimedia content. DKNY and StyleCaster will run video footage of each New Yorker’s take on DKNY’s fall 2011 line, and StyleCaster will run Q&As with them about their individual style. Starting today, hyperlinks will take readers to DKNY.com/SomethingNY, where they can purchase the merchandise, and DKNY will fulfill the orders.
This story first appeared in the August 19, 2011 issue of WWD. Subscribe Today.
The New Yorkers selected for the project are Ellen Gustafson, co-founder of FEED and creator of 30 Project; Jeff Laub, co-founder and owner of The Blind Barber; Michelle Ricks, photographer; Tiffany Gong, fashion blogger and jewelry designer, and William Fabe, filmmaker, journalist and producer at NBC.
“We are always looking for innovative ways to curate unique content. DKNY style is fueled by the energy and spirit of New York,” said Patti Cohen, executive vice president, global marketing and communication for Donna Karan International.
“The DKNY team has taken their iconic brand into the social media marketing space in an incredibly graceful way,” added David Goldberg, president and co-founder of StyleCaster Media Group. “Their thought-leadership has set the bar for other brands looking to do the same.”