Hugo Boss used social media to recruit aspiring models to star in this year’s Berlin Fashion Week fashion show. It used only its Facebook profile to search for models and even used the site’s community to help by asking them to vote on their favorites. The article Brands still relying on ‘citizen models’ in 2010 found in The Independent tells us that Hugo Boss also streamed the fashion show live on Facebook led by other brands including Louis Vuitton. The Kooples, a French hipster label, has been selecting regular people part of the nightlife in Paris to feature in their catalogues. Victoria’s Secret has the best example in that they used a contest winner for the first time in a runway show after training her for several weeks in model boot camp. More and more, brands are taking into account the importance of social media and have realized how much participation boosts their sales.

Fashion shows featured online are beginning to become a trend because Ralph Lauren is doing the same. It will be streaming for the first time the Ralph Lauren fashion show on its website while featuring live commentary from four famous fashion icons next week. They have even made the collection an iPhone application. Besides the fashion show, the website contains a “Create Your Own” section where consumers can customize their polo’s, hats, and totes to include their names or distinct flags. Its Rugby store also contains a “Create Your Own” section which has even more options of customer customization including a patch, embroidery, and your name. The products range from dresses, to cardigans, and even to ties. The Rugby store has a blog that talks about anything ranging from certain products to music to charity events. A small pop up appears in the bottom corner asking users to share their input for a better experience on their site.

Ralph Lauren treats charity events highly and has a Social Action page consisting of all their events. It asks users to sign up and apply to host a charity event at one of their Rugby stores. Guests will receive 15% off their purchases and the charity will receive 15% of the profits. Rugby has created the Match Rugby Fund donation where Match Rugby shirts will be sold in efforts to raise money for young social entrepreneurs. Users can visit the blog anytime to read about the winners. Rugby has also teamed about with a few foundations including Feed Projects and Toms Shoes to support and donate money to children in developing countries.

It’s about time us real people had a say.