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Dec 06, 2016 Last Updated: 04:22 AM EST
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Google Taps Kate Lanphear For New York Fashion Week Initiative

Sep 01, 2016 12:37 PM EDT
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Google Fashion Week
(Photo : Google.com)

Google wants to become your main resource for New York Fashion Week updates, and in an effort to do so, the company has launched a curated fashion week search carousel ahead of the upcoming shows.

To help create this NYFW-centric search product, which launched Thursday, Google tapped former Maxim editor-in-chief Kate Lanphear, WWD reported.

By searching "fashion week" or "designer name + fashion week" Google users will encounter a box at the top of their search page filled with sliding entries of related content. These posts can contain anything from backstage or runway pictures to videos and custom text from featured designers and industry insiders.

Users can also search trends and buy items from the runways of select brands like Burberry and Tom Ford, as well as learn about designers' inspirations through an experimental feature.

Since the content is produced and shared by brands and designers, it gives them more control over how consumers view and react to their products. The idea is to allow creators to communicate their vision to their customers more directly instead of relying on third-party interpretations from critics or retailers.

Maureen Mullen, the chief strategy officer for research and advisory firm L2, told the New York Times that this new feature allows brands to "go front and center with the most aspirational vision of their products."

This search feature has also been used for major events like the Olympics, Coachella and the Oscars. It will start with NYFW and continue on through the European shows.

Google hopes the feature will make it competitive against social media platforms like Instagram that are already highly successful in wooing the fashion industry.

According to the New York Times, L2 found that Instagram accounted for 97 percent of social media engagement ( likes and comments) during February's fashion weeks, so Google has some serious work to do if it hopes to be competitive.

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