TOMMY 360: Twitter is releasing a new video feature and Tommy Hilfiger will be the first to use it. Twitter Halo will let models, editors and bloggers capture 360-degree videos with a multicamera device backstage during and after the brand’s show on Monday. Each video will be posted to the brand’s feed and the creator will be tagged and encouraged to retweet and share on their social media channels. All posts will be hashtagged #tommyspring16.

“As the market for virtual reality and 360 content expands, this is a new step to integrate this sort of multimedia content directly into a social media feed,” said Avery Baker, chief marketing and brand officer at Tommy Hilfiger. Halo lets Twitters watch the videos the way they want, viewing, fast-forwarding and rewinding from their feed.

“We’ve seen great results around our shows increasing impressions as well as introducing the brand to new followers via these innovative technologies,” Baker added, citing a recent partnership with Periscope for the brand’s ads featuring Rafael Nadal, which launched last month, and with the Twitter mirror in February. The brand will also offer a limited-edition spring 2016 runway look on tommyhilfiger.com immediately after the show, a misty rose silk jacket that’s will be teased pre-show on social media channels.