It's fashion's biggest event, but still only a fraction of those interested get to attend Fashion Week—an exclusivity that presents a big opportunity for social media heavyweights.
As live streaming demystifies the shows themselves, social media companies are taking it a step further by launching programs to give users virtual backstage passes behind the scenes at New York's Lincoln Center.
At stake is a highly interactive community—one of brands, bloggers and celebrity designers.
"Fashion's always been our biggest vertical," said Valentine Uhovski, Tumblr's fashion evangelist, adding that it's bigger than even food and music.
About 17 percent of the company's top blogs are currently fashion-related, he said.
"People experience Fashion Week in different ways now," Uhovski said. "Before you might look at photos on style.com or read the reviews on WWD.com, but now the coverage is basically very instant, and Tumblr's one of the platforms that gives you visual gratification right away."
High fashion, high stakes
This season, the company's partnered with Sony Electronics to launch a mentorship program between top designers, such as Oscar de la Renta, Marc Jacobs and Donna Karan, and 20 bloggers. As part of the deal, the bloggers snap photos to upload on Tumblr, which are being featured in an exhibition at Milk Studios in New York.
(Read more: One hedge fund manager's unexpected, second act)
Competitor Twitter also has beefed up its presence for this season's presentations. During last season's shows in February, the company saw more than 2 million Tweets about the event.
"Obviously not everyone can be present at Fashion Week, and people can turn to Twitter to catch what's going on," said Jenna Mannos, the company's head of fashion partnerships. "It's consumers' backstage pass to Lincoln Center."
Using the hastags #FashionInMotion and #BehindtheFashion, some designers will be live vining backstage scenes and experiences from the front row. These posts are especially useful for cutting down on fans' FOMO, or fear of missing out, the company said.
This fall marks the first official Fashion Week-related program for Pinterest. Its new Fashion Week hub caters to strong interest on the site—to the tune of more than 2 million fashion-related pins each day. For its inaugural run, Pinterest teamed up with more than 100 designers, publications, brands and bloggers to create boards with suggestions on how to bring runway looks to life and behind-the-scenes images.