We Are Social, New York have created a cool Facebook app for Donna Karan Atelier, the fashion brand’s high-evening collection of exclusive, custom-made gowns, that gives users a rare behind-the-scenes look into the brand’s creative and design process for its red carpet attire.
The Donna Karan Atelier app
lets users follow the journey of several bespoke gowns from initial concept to completion, starting at the sketchpad stage and continuing through the meticulous production process culminating in their actual red carpet debuts.
Inspired by the behind-the-scenes view DKNY PR GIRL (@dkny) has provided followers for years, the app visually showcases the extraordinary amount of time, effort and attention to detail required to create these custom gowns and ultimately place one of them on the red carpet.
Users start by selecting an icon representing a particular anonymous dress, not knowing what it will eventually look like. They then embark on the journey and explore the design and production process, following the dress as it travels to its final destination.
Along the way, they learn about its inspiration, design, fabric sourcing, production and fittings. Once a dress has been revealed on the red carpet, it enters into the Donna Karan Atelier Gallery of Gowns, where fans can see which celebrities wore the gown and view images from the particular event. The Gallery also provides users with more behind-the-scenes content, including designer sketches. Fans can like, share, tweet and pin each individual post on the dress profiles. Tweets are pulled into the homepage by using the #DonnaKaranAtelier hashtag.
“The app is both fun and informative, providing a glimpse into the usually private world of high-end fashion,” said Leila Thabet, managing director, We Are Social, US. “It’s an entertaining and effective way to engage fans, drive awareness around the extraordinary range of dresses and support the Donna Karan brand.” The app was custom built by the agency’s in-house development team in New York.