Updated: Sunday, 23 February 2014 02:34 | By Agence France-Presse

Milan fashion first-timers 'Au Jour Le Jour' thank Instagram

Italian designers Diego Marquez and Mirko Fontana thanked Instagram for propelling them to prominence after their first catwalk show in Milan on Saturday at Giorgio Armani headquarters.


Milan fashion first-timers 'Au Jour Le Jour' thank Instagram

Pictures appear on the smartphone photo sharing application Instagram on April 10, 2012 in Paris - by Thomas Coex

The two are behind "Au Jour Le Jour" -- a youthful brand set up in 2010 that featured colourful skirts with lipstick kisses, kittens and puppies for the autumn/winter season.

The tones were bold -- with reds, purples and turquoises -- as well as the ubiquitous fake fur jackets that are emerging as a fashion week trend.

"We're into social media and a lot of our stuff goes through Instagram and so it reaches different markets and areas," said Fontana, explaining how his Milan-based brand was able to reach an international audience.

"We want to remain in Italy and expand from here. Our style is a journey but it's a journey that begins in Milan and then moves around the world," Fontana told AFP backstage after the show, wearing a bright red shirt adorned with bunny rabbits.

Armani said earlier that he was offering the label a chance to showcase at Milan Fashion Week as a way of fostering new creative talent.

"I like the way young designers today try to make their name using all channels. I admire entrepreneurship and have decided to support it."

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