Tommy Hilfiger will host New York Fashion Week’s first ever “InstaPit” for Instagram content creators at its fall women’s fashion show.

The Hilfiger Collection fashion show will return to the Park Avenue Armory at 11 a.m. on Feb. 15.

The “InstaPit” will create an exclusive space for Instagrammers to capture fall 2016 looks. The concept is aimed at generating runway photography that reflects the brand’s vision and to further democratize the show experience.

“Each season we use digital technology in innovative ways that transform the show setting and open the experience to everyone — from guests in New York to our global fan base watching via live-stream and on social media,” Hilfiger said. He anticipates that “InstaPit” will leverage the platform’s popularity and influence in the industry.

Past digital innovations at Hilfiger Collection shows have included “Twitter Halo” for spring 2016, where Gigi Hadid, Suki and Immy Waterhouse and Joe Jonas, among others, lined up to film 360-degree “Halo” videos that were shared in real time and embedded in the Tommy Hilfiger Twitter feed. The “Vine 360 Booth” backstage at the spring 2015 show generated widely viewed posts from Kendall Jenner, Georgia May Jagger and Alexa Chung, among others. For the fall 2014 show, the brand hosted its first runway show “InstaMeet” where a group of 20 local Instagrammers were invited to join Hilfiger on show day to capture the fashion show scene.

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