Italian lingerie and swimwear brand Calzedonia will launch its summer 15 collection and its bikini capsule collection today through a series of fashion shows that will use Twitter’s TweetCam platform enabling social media followers to get directly involved.
On April 14 and 15 Calzedonia will show its collections twice a day at 12pm and 7.30pm (Central European Summer Time). During the shows the brand’s Twitter followers will be able to tweet mentioning the Twitter handle @TweetCalzedonia with the hashtag #TweetCam after which they will be sent an image of the show at that moment, custsomised with their own Twitter handle, which can then be shared.
This technology was first used by Burberry during its show at London Fashion Week in February.
Calzedonia will also be broadcasting a live stream from backstage at the shows via Twitter’s video streaming app Periscope.