As well as showing that they have an eye for the latest styles in fashion, there's another reason that fashionistas will want to get their hands on the latest Rebecca Minkoff bags. Having one of the limited-edition #AlwaysOn Midnighter bags works like a ticket that grants access to the Spring/Summer 2017 runway show. Rather than using the bag itself as a token to get into the exclusive runway show, those who manage to get their hands on a connected bag will scan the smart tags on the handbag designs to gain access.
Ahead of the New York Fashion Week show at The Grove, 10 of the limited-edition #AlwaysOn Midnighter bags will be available at a pop-up shop on-site.
Aside from this novel marketing stunt, Rebecca Minkoff announced that all of its Summer 2017 bags will be smart.