Reels and Runways: What to expect from New York Fashion Week this year

Let's face it, New York Fashion Week isn't just about the clothes anymore.

It's an event where lipsticks and likes collide, and we're all scrambling to keep up.

As we gear up for NYFW 2024, it's time to talk strategy, and who better to learn from than the digital darlings of last year's event?

Jason Wu Beauty: The TikTok Triumph We're Still Talking About

Remember when we thought live-streaming a fashion show was cutting-edge? Well, Jason Wu Beauty said "hold my mascara" and took it to a whole new level in 2023. They didn't just show us the catwalk; they invited us backstage, and boy, did we love it.

Picture this: models getting glammed up, designers having last-minute fabric freak-outs, and beauty products working their magic in real-time. It was like being part of the cool kids' club, and everyone wanted in.

The result? A whopping 500% increase in viewers and a 37.7% click-to-order rate that had us all green with envy (and not just because of the eyeshadow).

Stacey Tank, Jason Wu Beauty's CEO, put it perfectly: "We couldn't believe how well live shopping helped us connect with new and existing brand fans." I don't know about you, but I'm taking notes faster than a beauty influencer can say "link in bio."

So, How Do We Recreate This Magic in 2024?

1. Embrace the Chaos of Live Streaming

Gone are the days of perfectly polished content. Today's audience wants real, raw, and relatable. As Leslie Ann Hall from Iced Media says, "The lo-fi, unpolished TikTok aesthetic is driving consumer interest."

So, let your hair down (figuratively and literally) and show the beautiful mess behind the beauty.

2. Turn Backstage into the Main Stage

People love a good sneak peek. It's like being invited to the cool kids' table in the high school cafeteria. Give your audience that VIP access they crave. Show them the pre-show jitters, the last-minute touch-ups, and maybe even a designer having a mild existential crisis. It's all part of the charm!

3. Make Your Content Shoppable (Because Who Doesn't Love Instant Gratification?)

See a lipstick, want a lipstick, buy a lipstick - all without leaving the app. That's the beauty of features like TikTok Shop. It's not just content but a virtual pop-up shop. And let's be honest, we've all fallen victim to the "I didn't know I needed this until now" purchase.

4. Spread the Love (Across All Platforms)

TikTok might be the cool kid on the block, but don't ghost your other digital friends. Instagram, Snapchat, even good old Facebook - they all have a role to play. It's like creating the perfect makeup look where each product has its purpose, and together, they create magic.

5. Influencers Are Your New BFFs

Find the right influencers, and it's like having a team of popular kids spreading the word about your brand. But remember, authenticity is key. An awkward partnership is like mismatched foundation - everyone can tell, and no one likes it.

The Bottom Line

As brands get ready to strut into NYFW 2024, let's remember: in the digital world, engagement is the new black. It's not just about showing pretty products; it's about creating experiences that make people feel like they're part of something special.

Whether it's a behind-the-scenes blooper or a live Q&A that goes hilariously off-script, these are the moments that turn viewers into customers and customers into die-hard fans.

Grab your metaphorical stilettos (or comfy slippers - we won't judge), and let's show the fashion world that beauty isn't just skin deep - it's pixel-deep too.