Twitter and IMG have partnered to bring fashion month to the masses. Today, a tweet released by @FashionWeek revealed the announcement, sharing several upcoming shows that followers can enjoy remotely.

So far, Twitter has confirmed that Prabal Gurung, Marchesa, Badgley Mischka, House of Holland, and Bibhu Mohapatra will be live-streaming their runways. Shows will be streamed live – @TwitterLive and @FashionWeek will be tweeting links to join. Twitter will continue to release designers and brands that will live-stream on the channels.

This isn’t the social media channel’s first foray into the fashion field — for its first live fashion show, Twitter streamed the Michael Kors fall 2017 collection earlier this year. The platform is delivering what its users demand — unrivaled access to formerly exclusive fashion industry events.

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It’s paying off. According to a Twitter spokesman, there were more than two million tweets using #nyfw in 2016. Twitter has been an integral player in the flattening of the fashion industry. It continues to serve as a popular vehicle for social influencers, editors and celebrities to share glimpses into their behind-the-scenes preparations, trots to shows and front-row access.

Brands and fashion houses are clamoring to the space to reach wider audiences. Louis Vuitton followers snagged a seat to its men’s fall 2017 show, which was jointly streamed on the brand’s Twitter page and Periscope’s Twitter channel, which facilitated the 360-degree functionality. More than 100 fashion shows have been live-streamed on Periscope, a Twitter spokesman said.

And for good reason — consumers, especially Millennials, are eager to participate in the lifestyles they follow daily. What’s more, brands stand to gain visibility to larger audiences by opening their social media doors to their followers, who are built-in prospective customers.

It’s a play to keep step with Instagram and Snapchat’s ongoing cornering of the live-stream market. Instagram Stories and Live features have been huge assets for brands, models and industry elite looking to gain exposure and publicity. Twitter’s initiative serves as a complementary supplement — facilitating one central venue for fashion enthusiasts — or editors who might miss a show due to conflicts or fatigue — to keep step with the ongoing hustle of the month.

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