The New Luxury

Carolina Herrera is a luxe brand becoming known for its digital experiments. The company recently launched her 2017 resort collection exclusively on the Snapchat-based publication, Sweet, to make the brand more relevant to a millennial audience. "Shows need to be covered by social media and it's not important, it is essential to launch collections through digital and social," says president and CEO of the brand, Francois Kress. Herrera partnered with Sweet, the Snapchat and Hearst publication launched just last year, to show the collection through a short video, using the 16-year-old actress, Kiernan Shipka, as the model.