Rebecca Minkoff is going back to basics at New York Fashion Week.
However, it's not her Fall 2014 collection delivering the raw aesthetic — the collection she showed Friday was polished and menswear-inspired — it's her social media presence that's changing.
Thanks to a partnership with the app Keek, Minkoff is sharing less glossy looks of Fashion Week, and instead showing consumers "fly on the wall" snippets from her showroom and runway.
See also: Is Wearable Tech Ready for the Red Carpet?
The brand joined Keek earlier this week and currently have more than 1,400 followers.
"It's raw, organic, grainy and not edited," Uri Minkoff, the company's CEO, told Mashable. "We have this transparent disclosure and can let [the customer] into our world, which is sometimes highly stylized and glossy and other times raw. I think they appreciate that."

Feb 7, 2014 | Walking in.....wish me luck! by RebeccaMinkoff on Keek.com

Feb 4, 2014 | An exclusive first look at the collection, straight from the casting studio! #RMFALL #NYFW by RebeccaMinkoff on Keek.com
Keek launched in 2011 and boasts more than 60 million users, mostly within the teen demographic. The app allows users to post videos up to 36 seconds, several seconds longer than both Instagram and Snapchat's video capabilities.
Minkoff's use of Keek is not a surprise. The designer has already built a significant following on social media. Last year, Minkoff debuted looks on Snapchat, has previously partnered with Tumblr and has even used Instagram images in print ads.
"We like having as close engagement with our customers as possible," Uri Minkoff says. "We have a highly engaged digital audience...social media is a good way to keep people energized. Each platform has its own voice and consumers and we try to not alienate them."

Feb 5, 2014 | Guess who's here for a fitting? @robbannasophia! #RMFALL #NYFW #MBFW by RebeccaMinkoff on Keek.com

Feb 7, 2014 | #RMFALL at a glance #NYFW by RebeccaMinkoff on Keek.com
Minkoff also recently began using Cameo, an video editing app. Uri Minkoff says that Cameo allows the company to quickly cut together promotional footage instead of relying on the more traditional editing process used in ads.

Minkoff burst onto the fashion scene a few years ago, making a name for herself with her affordable yet trendy handbags. While the brand has already made strides in incorporating tech and fashion, Uri Minkoff says the next step will be in wearable tech — but not on the runways.
He says the brand is more interested in integrating wearable tech, like Google Glass, in a customer's shopping experience.
"We want to be a cross between a tech and fashion company," Uri Minkoff says. "Very art centric and design centric but leverage technology at the cutting edge to make us a fashion company of the future."


BONUS: 10 Chic Style Bloggers to Dress Up Your Instagram Feed
Leandra Medine is an A-list style blogger if there ever was one. The bold New York native’s motto is to embrace trends that women love, but men hate. Bold statements are within her comfort zone, and you can find her rocking androgynous suits and colorful layered looks, always making sure to slap on a reckless number of accessories.
Minimalism is king for blogger Jennifer Grace. Instead of colorful patterns, she features classic monochrome pieces. When colors do pop up, they’re relegated to muted burgundies, creams or plaids.
Grace will remind you that there’s a world of inspiration in black and white outfits.
Gorgeous model, actress and blogger Christina Caradona is the epitome of messy chic. With her tangle of curls and tomboy style, she’d be the type of person to show up in a fabulous outfit and say, “Oh this? It’s just something I threw together.” And did we mention she speaks French?
Dapper duo Travis Gumbs and Joshua Kissi are sartorial perfection, dripping cool every time they step outside. Everything about their wardrobes is delicately chosen, and their joint Instagram account is a mix of eclectic outfit shots and snaps of New York City.
Scrolling through their photos is like looking through a virtual art gallery, and before long, you'll severely want to step up your Instagram game.
Arabelle Sicardi’s style speaks to fashion lovers who draw inspiration from aliens and avant-garde couture. Splendidly weird outfits aside, Sicardi’s hair deserves its own blog, because she’s constantly cutting and dying it a rainbow of colors.
Having model good looks and a killer wardrobe – such is the life of London-based blogger Natasha Ndlovu. Her wardrobe consists of ultra-glam pieces such as stilettos, leather skirts and fur coats. It’s where high fashion meets British street style.
Banish your fear of mixed prints and dramatic pieces by following Kelly Framel of The Glamourai. She gleans style inspiration from global fashion, recently biting looks from Vietnam, Thailand and China.
For twice as much style inspiration, look no further than the Song sisters. Aimee is a verifiable Insta-star, with more than 1 million followers. Playful outfits abound, inspired by the punchy and fun vibes of her native L.A.
Dani, on the other hand, is the rebellious antithesis, sporting long blond hair and provocative, grungy looks.
Luanna Perez will lead you to the dark side. A New Yorker by way of Peru, Perez is the dark witch of the bunch, with a sense of style that draws more from rock ’n’ roll than the pages of Vogue. Drag out your old band tees and slip on some high-waisted denim shorts if you want to roll with her crew.
Effortless is the first thing that comes to mind when admiring Danielle Bernstein’s wardrobe. Her looks are a mix of modern trends, with a splash of personal panache. Caution: You will want to raid her closet immediately.
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