Tommy Hilfiger to have dedicated 'Instapit' at NYFW

American fashion label Tommy Hilfiger is to have a dedicated photo pit for instagrammers during its autumn/winter 2016 catwalk show at the Park Avenue Armory during New York Fashion Week on February 15.

The ‘instapit’ will be for “Instagram content creators” to celebrate "the fusion of social media and fashion photography,” and allow them to capture the looks as they premiere on the runway, according to the press release, which the fashion label states will complement the traditional photo pit generally occupied by traditional photographers and agencies like Getty.

This isn't the first time the brand has made the photo-sharing app a major focus of its fashion show, at the autumn/winter 2014 Hilfiger Collection show, the brand hosted the first runway show “InstaMeet,” where a group of 20 local Instagrammers were invited to join Hilfiger on site on show day to capture the environment in a unique and inclusive way.

“Each season we use digital technology in innovative ways that transform the show setting and open the experience to everyone – from guests in New York to our global fan base watching via livestream and on social media,” said designer Tommy Hilfiger. “Instagram is an amazing partner to the world of fashion, and for Fall 2016 we'll leverage the platform's incredible popularity and influence in the industry with the first ever 'InstaPit' at New York Fashion Week.”

Tommy Hilfiger to offer “instagram content creators” a dedicated photo pit

Tommy Hilfiger chief brand and marketing officer Avery Baker added: “Our Fall 2016 'InstaPit' concept embraces our pioneering spirit to break conventions and inspire audiences through unique digital initiatives at our runway show.

“Reflecting the inclusive attitude at the core of our brand, this will further open the runway to an established network of Instagrammers and invite them to share their compelling photos captured at the show. It's a contemporary, creative and relevant approach to fashion photography.”

Image: Tommy Hilfiger SS16