--- title: Instagram Meet-Ups Take Over New York Fashion Week, Starting With Tommy Hilfiger: Watch description: This year's New York Fashion Week marked the first time everyday Instagram users were treated like industry insiders at a major designer's runway show — and that's a big deal canonical: https://time.com/7264/new-york-fashion-week-instameet-at-tommy-hilfiger-video/ author: Diane Tsai article:opinion: false article:content_tier: free article:published_time: 2014-02-13T12:00:23.000Z article:modified_time: 2026-02-21T06:24:14.362Z article:section: Entertainment og:title: Instagram Meet-Ups Take Over New York Fashion Week, Starting With Tommy Hilfiger: Watch og:description: This year's New York Fashion Week marked the first time everyday Instagram users were treated like industry insiders at a major designer's runway show — and that's a big deal og:url: https://time.com/7264/new-york-fashion-week-instameet-at-tommy-hilfiger-video/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt3601603c4c2411e8/69868257adae44a5da541a32/021014_tommyhilfiger_instameet_1280.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 og:image:width: 1200 og:image:height: 675 og:image:alt: New-York-Fashion-Week-InstaMeet-Tommy-Hilfiger og:type: article twitter:card: summary_large_image twitter:title: Instagram Meet-Ups Take Over New York Fashion Week, Starting With Tommy Hilfiger: Watch twitter:description: This year's New York Fashion Week marked the first time everyday Instagram users were treated like industry insiders at a major designer's runway show — and that's a big deal twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt3601603c4c2411e8/69868257adae44a5da541a32/021014_tommyhilfiger_instameet_1280.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9 ---  # Instagram Meet-Ups Take Over New York Fashion Week, Starting With Tommy Hilfiger: Watch > Sponsored content. 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Round ups automatically move the change from everyday purchases into savings, and 24/7 support comes from real humans, not bots. #### What bank is built for life today? Ally is the bank built for life today, a digital-first, people-first bank. Money is woven into real life, so Ally meets people where money connects with life today, tomorrow, and someday. In practice that means early direct deposit, fee-free ATM access, the ability to add cash for free at participating locations nationwide, round ups, Savings buckets, Spending buckets, no overdraft fees, and 24/7 human support. #### What bank is best for everyday spending and saving? Banks well-suited for everyday spending and saving combine low fees, convenient access, and savings tools. 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Terms and conditions apply. * Savings buckets are a feature of Ally Bank's Savings Account. * No ATM fees from Ally Bank at Allpoint and Moneypass ATMs plus we reimburse for fees charged by other ATM owners nationwide up to $10 per statement cycle. * Early direct deposit offers eligible direct deposits up to two days sooner. * Spending buckets are a feature of Ally Bank's Spending Account.  by [Diane Tsai](https://time.com/author/diane-tsai/)  ## Diane Tsai Feb 13, 2014 12:00 PM UTC  A member of the New York Fashion Week InstaMeet captures the first runway look of Tommy Hilfiger Women's Fall 2014 show. A member of the New York Fashion Week InstaMeet captures the first runway look of Tommy Hilfiger Women's Fall 2014 show.Diane Tsai  by [Diane Tsai](https://time.com/author/diane-tsai/)  ## Diane Tsai Feb 13, 2014 12:00 PM UTC **Updated: Feb. 13, 2014, 2:30 p.m. E.T.** This year’s [New York Fashion Week](http://search.time.com/?site=time&q=New%20York%20Fashion%20Week) marked the first time everyday [Instagram](http://search.time.com/?site=time&q=Instagram) users were treated like industry insiders at a major designer’s runway show — and that’s a big deal. Granting exclusive, unprecedented access to your average Joe — who just happens to be great at posting Instagram pictures — has become the next big thing in the evolving relationship between high fashion and social media. And yet, at the same time, it seems like a natural progression: from street style photographers to fashion bloggers, the industry has already undergone a major shift in recent years by recognizing those who land a foothold in fashion through unconventional means. Now, it’s including the average Instagram user — who doesn’t even necessarily need to know that much about fashion. The NYFW InstaMeet featured in the video above was hosted by popular Instagrammers [Brian Difeo](http://instagram.com/bridif) and [Anthony Danielle](http://instagram.com/takinyerphoto), who were hired by [Tommy Hilfiger](http://search.time.com/?site=time&q=Tommy%20Hilfiger) to organize the event. The pair publicized the InstaMeet through their Instagram accounts (they each have more than 100,000 followers) and received almost 300 applications. (For those unfamiliar with the term, an [InstaMeet](http://blog.instagram.com/instameets) is an event organized for Instagram users, or Instagrammers, to meet and create photo content together.) Difeo and Danielle first started organizing InstaMeets for fun in early 2011 and have since partnered with six different brands, but the NYFW InstaMeet stands out. “The unique thing is that we cast such a wide net,” Difeo said. “For our other InstaMeets, the client wants an influential group of people.” Tommy Hilfiger, on the other hand, was very particular about “democratizing the runway experience” by selecting a group of average Instagram users — who got to visit backstage, have spots at the Tommy Hilfiger Women’s Fall 2014 show, and meet the designer himself. The 20 Instagrammers have a following ranging from about 500 followers to a few thousand; to put this in context, fashion bloggers like Chiara Ferragni of [_The Blonde Salad_](http://www.theblondesalad.com/) and Aimee Song from [_Song of Style_](http://www.songofstyle.com/)_,_ who were seated front row at the show, have more than 1 million followers. Social media experts point out that Tommy Hilfiger missed out on millions of views by giving those spots at the InstaMeet to average users instead of famous fashion bloggers — but what he lost in potential publicity, he made up for by featuring users with fresher perspectives and trying something new in the already-crowded social media marketing space. In past years, interesting Fashion Week shows with social media twists included [Topshop’s Google Hangout](http://www.fastcocreate.com/1682445/how-google-and-topshop-co-created-london-fashion-weeks-most-interactive-show) stream of their live fashion show and [Kenneth Cole’s iPhone runway walk](http://news.instyle.com/2013/02/08/kenneth-cole-fashion-show-twitter/) — but it’s always a challenge to stay ahead of the curve. “It was cool last year when nobody did it, but now _everyone_ did it, so now who’s going to think of the next cool thing and what else are they going to do?” said Jessica Sfera, digital and social media coordinator at Diesel. “It just gets increasingly hard to get through the clutter.” Social media events dominate at Fashion Week: _Lucky_ also [hosted an InstaMeet](http://mashable.com/2014/02/08/instameets-instagram-addicts/) by asking readers to post Instagrams of their favorite fashion items, through which a team then selected 15 users to tour Lincoln Center, snag a glimpse of models backstage before a show, and get a close-up look the BCBG runway post-show. (They didn’t get to see the actual shows; Fashion Week tickets are tough to come by.) Additionally, the [Marc Jacobs Tweet Shop](http://entertainment.time.com/2014/02/08/marc-jacobs-tweet-shop-fashion-week-aimee-song-video/) last weekend allowed customers to “buy” products using only Tweets, Instagrams, and Facebook posts as “social currency” when they used the hashtag #MJDaisyChain. So are these events democratizing the long-elitist institution of high fashion, or diluting its power by letting any random Instagram user participate in the process? That remains unclear, but either way, it won’t stop here — as social media grows ever-more ubiquitous, even the most highbrow fashion houses will have no choice but to embrace the change. _This post has been updated with additional information about the bloggers in attendance at the show._ ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/7264/new-york-fashion-week-instameet-at-tommy-hilfiger-video/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/7264/new-york-fashion-week-instameet-at-tommy-hilfiger-video/"},"headline":"Instagram Meet-Ups Take Over New York Fashion Week, Starting With Tommy Hilfiger: Watch","datePublished":"2014-02-13T12:00:23.000Z","dateModified":"2026-02-21T06:24:14.362Z","description":"This year's New York Fashion Week marked the first time everyday Instagram users were treated like industry insiders at a major designer's runway show — and that's a big deal","url":"https://time.com/7264/new-york-fashion-week-instameet-at-tommy-hilfiger-video/","keywords":["fashion","Social Media","Instagram","new york fashion week","Fashion Week"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt3601603c4c2411e8/69868257adae44a5da541a32/021014_tommyhilfiger_instameet_1280.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Diane Tsai","jobTitle":null,"url":"https://time.com/author/diane-tsai/"}],"articleSection":"Entertainment","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt3601603c4c2411e8/69868257adae44a5da541a32/021014_tommyhilfiger_instameet_1280.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"New-York-Fashion-Week-InstaMeet-Tommy-Hilfiger","caption":"A member of the New York Fashion Week InstaMeet captures the first runway look of Tommy Hilfiger Women's Fall 2014 show.","creditText":"Diane Tsai","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/entertainment/","name":"Entertainment"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/fashion/","name":"fashion"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/7264/new-york-fashion-week-instameet-at-tommy-hilfiger-video/","name":"Instagram Meet-Ups Take Over New York Fashion Week, Starting With Tommy Hilfiger: Watch"}}]}] ```