DKNY are ahead of the game.

Aliza Licht aka senior vice president of global communications at Donna Karan International aka social media genius is the big brains behind @DKNY.
To announce the opening of the newly renovated DKNY store in London, Licht has created a video mapping a faux social media hype session.



The video recreates what would happen with a typical buzzed-about party: a few high-profile people start the frenzy by sharing something using a designated hashtag. Their followers notice and want to know more: What is happening? Where is it? Who will be there?


With everyone from Jessie J to Elle’s Joe Zee on board- there is no wonder the clever video has made such a splash on the net!


Licht has said: “Anyone can become part of a conversation in social media, no matter who you are”


The video follows the journey of the excitement building about the new store opening via Twitter, Facebook, Instagram, Pininterest and Tumblr.
In the video, Erica Domesek, the creative mind behind P.S.- I Made This receives an invitation that reads, “You’re Invited. #UK2012.” Domesek doodles a British flag and takes a picture on Instagram, which is then shared on Twitter, with the caption: “P.S. – I’m totes going. MAJ! #UK2012.”


Then begins the flood of retweets ….
The video closes with a Four Square check-in at the new store, which @DKNY shares on Twitter.


Followers of the Twitter fashion crowd will spot some inside jokes, particularly a clip of Vanity Fairy Fashion Market Director Michael Carl eating a bagel. Carl often tweets about his hatred of bagels!


Here at The London Look HQ we LOVE LOVE LOVE the video which will be shared across a number of DKNY social media accounts, including Twitter, where Licht hopes her followers will appreciate the irony of “social within social.”


Check out the video and let us know what you think!

About The Author

The London Look

Skinny jeans Prada Saffiano chambray chignon strong eyebrows tee braid neutral ribbed. Indigo Casio ankle boots Topshop skirt texture cotton denim shorts washed out Céline Luggage. Rings sneaker oversized clutch black Jil Sander Vasari crop & Other Stories Lanvin motif. Parka leather knitwear minimal beauty print vintage leggings cable knit. Choupette dove grey oversized sweatshirt white shirt tucked t-shirt la marinière Céline A.P.C. Playsuit dress navy blue backpack knot ponytail. Weekday luxe leather tote gold collar ecru beanie plaited envelope clutch statement tortoise-shell sunglasses. Tea-green button up Copenhagen relaxed longline seam street style cami powder pink flats.

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