CLEVER MARKETING IDEA OF THE WEEK: You could buy a banner ad on a Web site, build a channel on Snapchat, advertise on Instagram or Facebook, send out marketing tweets…or you could go old school like Moda Operandi did on Tuesday morning.

As the heavens opened up and poured rain onto the carefully coiffed and studiously clad fashion crowd heading out of the Tory Burch show at Lincoln Center, the flock sighed with relief as one of them shouted, “They’re handing out umbrellas!” A crew had turned up and started to hand out light pink, gilded handled umbrellas emblazoned with the Moda Operandi signature logo in gold block letters. In an instant they were gone.

But not all of them — the team then headed to the Vera Wang and Rodarte shows to do the same thing. A spokesman for the Web site said the schedule is contingent upon the weather, and the company has been checking for rain every single day. The site had the umbrellas custom-made for the project and handed out 500 as of Tuesday morning. Moda Operandi called it a “street style-social media initiative” since, naturally, images of people carrying the umbrellas proliferated across Instagram in seconds.

Who said every cloud doesn’t have a silver lining?

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