Lady LUX

Oscar de la Renta just got a helping hand for its fashion week coverage. The famed fashion house is releasing a Tumblr page, odlrlive.tumblr.com, on which pictures uploaded to the platform and labeled “#odlrlive” will feed onto the page in real time. Reaching out to its loyal following for help, the label hopes to produce live coverage for its Spring runway show, reported WWD.

“Social media represents a fundamental shift in the nature of communication from a monologue to a dialogue,” Oscar de la Renta’s chief executive officer, Alex Bolen, said to WWD. “This shift becomes impactful when brands can successfully integrate that dialogue into their DNA. Our social community tells us what they see, what they think, and what they expect from us.”

Vice president of communications Erika Bearman predicts the site will draw in editors, bloggers, models and any other viewers catching the show live when they post a tagged image. Tumblr account holders can log on and add content.

“The idea is that, with the help of the Tumblr community, we will create a unique visual representation of the show — Oscar’s vision for the runway, set against the different perspectives of all those experiencing it,” Bearman said.

The goal behind Oscar’s Tumblr effort is to create a single page with all the uploaded pictures amassed in the same place where the label will present its runway livestream.

Odlrlive.tumblr.com will be unveiled Sept. 9., with the livestream of the runway show taking place 6 p.m. on Sept. 13.

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