Between now and Sept. 20, the Hearst-owned fashion title is asking readers to choose between themes (“The New Great Gatsby,” “Big Top” or “Femme Fatale”), models, clothing, accessories and one surprise category. Voting will be held in five consecutive rounds in a Milyoni-powered Facebook app. Clothes and accessories are being provided by Amazon-owned retailer Shopbop.
On the 21st, Elle will livestream the shoot on Facebook. The final images will appear in a spread in the magazine’s December issue, which hits newsstands Nov. 13. Augmented reality technology will be incorporated into the issue to enable readers to pull up additional content from the shoot, Elle said in a statement.
To maintain reader enthusiasm between the end of September and mid-November, Elle will host a range of social media contests related to the shoot. Fans will be encouraged to create Pinterest boards and stage their own photo shoots to post to Instagram. Contest winners may be eligible to appear in an upcoming issue of Elle.
This isn’t the first time a brand has handed over the styling reins to online audiences. In late 2010, London-based fashion label Ted Baker invited fashion bloggers to partake in an online styling session. Participants used a live video stream and Twitter to direct hair stylists, makeup artists, runners and models as they created a number of different looks from pieces of Ted Baker’s Autumn/Winter 2010 collection. Spectators could watch and tweet in their own suggestions, but couldn’t take part in the process as directly as they will be able to with Elle.