Snapchat is becoming quite the tool to spot the latest celebrity fashion trend. Kevin Hart has posted shots of his soon-to-be released Nike signature shoe, DJ Khaled unveiled Kobe Bryant’s Air Jordan 3s and 8s and Kendall Jenner snapped a photo of her go-to Céline white slip-on sneakers.
Kylie Jenner is another user who frequently updates fans with her closet additions. Most recently, Jenner declared her love for footwear with a display of her new Saint Laurent, Tom Ford and Dsquared2 shoes.
Hours before her trainer for Puma launched on Friday, the social star hit the Peninsula Hotel rooftop in Los Angeles in the same Saint Laurent lace-up pumps she posted on Snapchat to celebrate the Kendall + Kylie capsule collection that was produced exclusively for Neiman Marcus.
Later that night, Jenner switched her Saint Laurent heels for a pair of gold Tom Ford sandals. The style, Stardust Cage Sandal, retails for $1,790.
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Before the Puma Fierce trainer launched, Jenner snapped her closet filled with Rihanna’s Puma Trainers in all three colorways and gave followers a sneak peek at [what we now know are] the Puma Fierce trainers. The shoes are available in four colorways: red, black and white, all-black and silver.
Jenner isn’t alone when it comes to the platform. Brands and companies are also jumping on the Snapchat bandwagon and are filling its “Stories” with behind-the-scenes footage and consumer-friendly initiatives.
Nordstrom is the latest to debut an extra-special contest for fashion fans on its Snapchat story. With the help of Karlie Kloss, the store announced it will host an “epic” party on one of five university campuses. The university with the most votes on the Snapchat story wins shoes from the retailer.
As Snapchat gains major momentum, designers Rebecca Minkoff and Sophia Webster were ahead of the trend in terms of using the mobile app as a promotional device.
Minkoff began using Snapchat in 2013, giving her audience a sneak peek at its spring ’14 collection. Now, Minkoff snaps to drive interest in the brand’s events all over the country and often gives fans an exclusive look inside upcoming ad-campaign shoots.
Last year, Webster told Footwear News,“[It’s] refreshing because it’s so authentic. This is because it’s hard to edit, and the post lasts for only 24 hours, so it’s not something you want to spend too much time on. Instagram is like your gallery and can be curated as such, while Snapchat feels like a snippet of real life.”