The Importance of Tweeting Oscar

Sushi makes her crave chocolate. She spent a summer wielding power tools and drinking Rolling Rock beer. And more than 14,300 people follow her on Twitter.

Erika Bearman is OscarPRGirl, Oscar de la Renta’s director of communications and the woman behind the august designer’s lively Twitter feed.

From when she wakes in the morning, Ms. Bearman, 29 years old, is on the short-form social networking service, giving her digital acolytes a breezy blend of personal musings and insider detail about the label: “fact: Oscar de la Renta’s first show had six models. They did their own makeup, and brought their own shoes,” she tweeted last Sunday.

Ms. Bearman is one of several executives who tweet on behalf of luxury fashion brands, masking their marketing in a Carrie-Bradshaw-esque life-stream. Dozens of labels now have a presence on Twitter, the benefits of which are seen most clearly during New York Fashion Week. Tweets come fast and furious during the shows, providing designers with instantaneous feedback from attendees and giving the events a much bigger marketing stage, albeit a virtual one.

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