It's an undeniable Fashion Week fact that many (if not most) designers keep Instagram top of mind while conceptualizing their collections and shows, and that staging one key Insta-moment is crucial when it comes to helping your brand stand out in a never-ending sea of blurry runway photos. From Chanel to Versace to Proenza Schouler, this phenomenon has spread to all of the fashion capitals and even the most old-school luxury houses, and will only continue to do so as the events become more accessible and consumer-facing.
While this is all well and good, it has created a bit of an etiquette dilemma, as guests in the first rows are more concerned with getting a good shot for the 'gram than they are with actually looking at the clothes, forcing those in the less desirable seats to see little more than a wall of iPhone (or, in very unfortunate cases, iPad) screens in front of them. But one brave designer is taking steps to combat this growing issue: Tommy Hilfiger will host the first-ever "InstaPit" for "Instagram content creators" at its fall 2016 show next month.
According to a press release, this pit will complement the traditional photo pit — occupied by traditional photographers and agencies like Getty, Imaxtree and Billy Farrell — and will be "an exclusive space for Instagrammers to capture the looks as they premiere on the runway." This isn't the first time Hilfiger (whose brand boasts 1.7 million Instagram followers) has made the photo-sharing app a major focus of the show: For spring 2014, the label eschewed a normal runway for a sandy boardwalk situation, and last season, models walked en masse through a man-made lagoon for the finale (see above). Hilfiger is also collaborating with one of the biggest social media stars in the industry, Gigi Hadid, on an upcoming collection — a decision we're almost certain was made with her 12.3 million Instagram followers in mind.
It's still unclear who exactly will be given access to this pit (we've reached out to the company for more information), but fingers crossed it's some of the snap-happy folks who block our view season after season.