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February 18, 2011 7:01 AM

Fashion, Media

DKNY PR Girl, Fashion's Reigning Social Media Queen

WWDBlog caught up with DKNY's Twitter personality the morning after Style Coalition's 2nd annual Fashion 2.0 Awards -- where the brand took home four of the evening's eight awards....

WWDBlog caught up with DKNY's Twitter personality the morning after Style Coalition's 2nd annual Fashion 2.0 Awards -- where the brand took home four of the evening's eight awards. Screen shot 2011-02-18 at 7.39.48 AM.png In addition to being named Top Innovator, DKNY Cozy was named Best Mobile App, DKNY Times the Best Fashion Blog and DKNYPRGirl as the Best Fashion Twitter account -- an honor she procured for the second year in a row.

The outspoken tweeter -- currently at 273,105 followers -- boasts one of the largest social media fan bases in the fashion industry. And whether she's tweeting from an event, about Blair and Dan's blossoming friendship, or just goings-ons within the office, DKNY PR Girl -- along with OscarPRGirl -- has proven that when it comes to Twitter and fashion, a public relations point of view makes for successful social media strategy. What also sets DKNY's feed apart from others in the industry is that DKNY PR Girl has been known to voice her opinions -- and often -- even if it's to gripe about a difficult celebrity.

"Everyone loves behind the scenes, it's the perfect insider's view," said Patti Cohen, executive vice president of global marketing and communications at Donna Karan International.

As far as Twitter goes, it's been quite a year for DKNY PR Girl. She collaborated with cocodot.com on e-stationery, and over 85,000 cards have been clicked on to date. She also teamed up with Biglive.com to host the first ever fashioncast, which consisted of a split screen that was half livestream of the 2011 show and half online chat room. Most recently, the brand took the plunge and trademarked the avatar, a natural next step in building the DKNY PR Girl brand.

"She has become very much a part of the DNA of the brand. Our customers and followers love engaging with her and together, they are always sharing what is new and exciting," Cohen said.

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