"My phone never gives me my tweets," Lippes said as he tweeted at WWD and admitted to not being the most proficient tweeter (but promised that he's trying to find his voice on the social media tool).
The event was part of the brand's continued effort to develop online and social media initiatives, which include the "Favorite Look" Facebook contests that giveaway one full look from the collection.
"The digital community has such a strong voice, and now is an essential part of a brand's strategy," said Lippes. "The online space allows the bloggers to show their creativity and it was so fun to put faces to such distinctive voices. I loved interacting with them and seeing them interpret the collection in new ways with their personal spin on the looks they put together."
After finally settling on a look (the sequin pieces proved rather popular as did a red silk shirt-dress) the girls were asked to pose in front of a white background to be snapped via iPhone. The Instagram photo was immediately uploaded to the brand's new Tumblr page -- adamlovesbloggers.tumblr.com -- which live blogged the event all night.