Myer partnered with Twitter to launch its spring collection both on the runway and on social media last night.
In what Myer is calling a ‘world first’, the retailer filmed a selection of the most popular runway looks using a 360 degree camera, which allowed customers to retweet their favourite looks from the runway and then get a reminder when it comes in store.
The initiative is called ‘Retweet to Remind’ and sends customers a personalised Myer Tweet with a direct link to shop the product online.
The event was held last night at the Hordern Pavilion and showcased more than 300 new season looks by Myer’s stable of Australian and international designers.
12 exclusive looks from the runway show were turned into GIFs and tweeted out in real time as the looks hit the runway, featuring models Jen Hawkins and Fernanda Ly.
Myer also used Facebook Live for the first time to give viewers an insight to the new collection.
