Social media trends are perhaps the most fast paced and bizarre digital trends that has existed within our cultures. Last April, Burberry were the first brand to fully utilise Snapchat into their pre-show marketing. The making of their Spring 2016 Campaign was live-broadcasted onto the social channel. The British powerhouse was also the first luxury brand to run a Snapchat Discover Channel, in which many followed. As wonderful as it is to embrace today’s technology, it does draw attention to how ingrained social media is in our society.

New York Fashion week

Source: Photo by Antonio de Moraes Barros Filho/ FilmMagic/ Getty images

With 150 million users everyday, Snapchat has been an increasingly popular mode of communication. Commonly used as a platform for promotion and advertising, Snapchat’s characterising comic filters consist of hilarious face swaps to adorable animal faces, to feature enhancing lenses. All of which, have appeared as inspiration in this year’s New York fashion week.

New York fashion week

Source: Photo by Antonio de Moraes Barros Filho/ FilmMagic/ Getty images

Taking the Desigual show by storm was MAC‘s Senior Vice President of Global Artist Training, Development and Makeup Artistry Gordon Espinet, designed the Snapchat ensembles that were featured this year. The Spanish brand transformed the fantasy filters into physical props and had the models strutting down the catwalk, adorning the real life versions of the familiar butterfly crown and the flower head piece.

Source: Photo by Antonio de Moraes Barros Filho/ FilmMagic/Getty images

New York fashion week

Source: Photo by Antonio de Moraes Barros Filho/ FilmMagic/ getty images

New York fashion week

Source: Frazor Hasrrison/ Getty images

Source: Michael Stewart/ Getty images

New York fashion week

Source: Photo by Antonio de Moraes Barros Filho/ FilmMagic/ Getty images

Backstage, the makeup artists refer to the Snapchat images on their phones to make sure the looks resemble them perfectly. In addition, to add to its collection, the MAC team also covered the models face with makeup that resembled the animal lenses. As a tech gimmick, Snapchat filters serve their purpose. However, when entering the fashion landscape – have technology and pop culture fads gone too far?

Edited by Sonia Wan

http://www.thedrum.com/news/2016/09/10/desigual-brings-snapchat-filters-life-new-york-fashion-week-runway-stunt