Pinterest added London Fashion Week to its phone-free events. After their screen-free pop-up at Coachella got attention, they brought the concept to Claudia Smith’s debut couture runway. It sponsored the execution through co-creating bags tied into the collection’s theme to store phones in (then take home) and providing QR codes to see photos later—so attendees could focus on the real show in the moment. (Well, up until the final walk when they could take their phone out!) In addition to seeing if this moment could be viral within the fashion world, Pinterest is interested in seeing how early exposure on their platform can lead to sales for designers later. After all, Smith herself used Pinterest to collect inspiration for her show. Now, Pinterest is monitoring those boards for engagement as the final runway photos are added to them. (Glossy, Little Black Book)
👀 Read more from YPulse: YPulse’s Western Europe Going Analog trend report
