Michael Kors has put a social-media ban in place ahead of his pre-spring/summer 2017 presentation on June 7. Just five images from the collection will be released on the day of the show for editors to use in reviews and on social media.
The remainder will be under a strict embargo until the collection drops in stores in October, the brand confirmed today in a statement. The lookbook will be sent out the following day to magazine editors, as normal, but it is strictly for editorial requests only. The repercussions of Instagramming a favoured look from its pages are unclear, but the purpose of the ban is to limit over-exposure and build anticipation for shoppers.
“We feel our clients and fans will love getting a sneak peek of the collection as opposed to inundating them with too much imagery too soon,” the statement reads. “Ultimately, this is all about creating more excitement when the product is available.”
more at Vogue.com