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HEARST TO “HACK THE RUNWAY”: Hearst Magazines, in partnership with Google, Klout, Microsoft and Singly, will host a two-day technology-driven event during New York Fashion Week. From Feb. 9 to Feb. 10, developers will use programming instructions from Elle, Harper’s Bazaar, Cosmopolitan and Marie Claire (as well as the above partners) to create apps and programs with a fashion lean. “It's really a very technology and entrepreneurial driven effort that represents the direction Hearst is headed in terms of inventing new digital products — and also doing that in concert with the tech community,” Hearst Corporation chief technology officer Phil Wiser told WWD. The most innovative will be awarded $10,000 — as well as the opportunity for Hearst mentorship and additional financing. Anyone involved will be encouraged to tweet using the hashtag #HearstFashionHack leading up to and once the event kicks off on Feb. 9 at 9 am. Contestants will have exactly 24 hours (coding starts a 1 pm) to develop their apps.