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February 9, 2014 04:36 am GMT

Designer Rebecca Minkoff Uses Apps to Reveal the 'Raw' Side of Fashion Week

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Rebecca Minkoff is going back to basics at New York Fashion Week

However, it's not her Fall 2014 collection delivering the raw aesthetic — the collection she showed Friday was polished and menswear-inspired — it's her social media presence that's changing

Thanks to a partnership with the app Keek, Minkoff is sharing less glossy looks of Fashion Week, and instead showing consumers "fly on the wall" snippets from her showroom and runway

See also: Is Wearable Tech Ready for the Red Carpet?

The brand joined Keek earlier this week and currently have more than 1,400 followers

"It's raw, organic, grainy and not edited," Uri Minkoff, the company's CEO, told Mashable. "We have this transparent disclosure and can let [the customer] into our world, which is sometimes highly stylized and glossy and other times raw. I think they appreciate that." Read more...

More about Fashion, New York Fashion Week, Nyfw, Rebecca Minkoff, and Business

Original Link: http://feeds.mashable.com/~r/Mashable/~3/A7JWWUQ1Wss/

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