Carolina Herrera debuted its latest Resort 2017 collection featuring 16-year-old “Mad-Men” actress Kiernan Shipka, exclusively on Snapchat’s lifestyle-centric channel called Sweet.
Reaching over 15 million monthly unique visitors, the dedicated Sweet followers will be the first to experience the new Carolina Herrera Resort 2017 collection through curated editorial, imagery and video.
The high-end fashion and accessories brand showcased a collection of images of its pre-season collection. Shipka’s portfolio suggests a new, enthusiastic energy in the collection, playing on house codes like polka dots and banded stripes, with plenty of tulle and sparkle.
It is certainly not new for a brand to offer a single media outlet a first-look exclusive on collection images. However the choice of Sweet as well as Kiernan Shipka — are of interest to Generation Z, the post-Millennial audience aged roughly six to 20-years-old and recognised as the first true digital natives.
Francois Kress, president and chief executive officer of Carolina Herrera said, “It’s a way for us to reach new demographics — a broader demographic. He continued, “When we talk about bringing Carolina Herrera to a younger audience, we already have things for them [to buy]. We also certainly want to plant the seeds for the future, whether it be for a formal occasion, or a wedding, or daywear.”
The executive also explained that, thus far, Carolina Herrera’s recent tweaks have been well received at market — but the 35-year-old fashion house also declined to provide specific numbers.
