Karen Robinovitz is the Chief Creative Officer of Digital Brands Architects (DBA), a boutique agency that utilizes digital communications and curation marketing to manage the talent of online influencers. Robinovitz got her start at Women’s Wear Daily and was a seasoned journalist, for over a decade, contributing to Marie Claire, Elle, Harper’s Bazaar, New York Magazine, The New York Times and countless blogs prior to launching DBA in 2010.

Before Facebook even opened its platform to a demographic of online users without an .edu email address, Robinovitz had been strategizing social media and digital programs in partnership with brand innovators. Forbes.com ranked her among the top 20 best branded women on Twitter.

This past summer, CFDA Members were lucky enough to attend her seminar series on digital media, hosted by the CFDA at the Bleecker Street Headquarters. These covered an array of topics including Snapchat, working with influencers, and the power of Instagram. Here, Robinovitz talks to CFDA.com’ about the digital era and where she thinks it’s headed for the fashion industry.

CFDA.com: The digital space is ever changing, how do you keep up and what do you look for to see if a trend is worth investing your time and clients’ time in?
Karen Robinovitz: “I read everything from tech to social media to business press and ad/marketing trades. I also embrace change and like to try all new platforms and apps to ensure I have the best handle on it so I’m in tune when I talk to clients and brands. Essentially, I don’t sleep that much – I can slip into a social media vortex for hours in the middle of the night.”

CFDA.com: You work with some of the most well know fashion influencers. What is your one piece of advice for an emerging designer to get the attention of an amazing influencer?
K.R.: “Have a clear point of view and voice; tell your story strategically and thoughtfully in ways that are native to not just yourself but the platforms you’re using.”

CFDA.com: What’s your favorite platform (currently) and why?
K.R.: “Instagram. Visual escape. There are brilliant creators out there and it’s amazing to find the unusual in far corners of the world.”

CFDA.com: Where do you see the use of social media for designer brands going in the next five to 10 years?
K.R.: “Ultimately, social media enables storytelling and a two-way dialog so I don’t look at specific platforms as much as general evolution of content creation and the mediums through which we can share. The digital landscape is only going to grow, but at the end of the day, talent and content will always be at the crux of it. That and mobile; everyone is hopefully examining and optimizing their mobile strategies so they’re not playing catch-up later.”

CFDA.com: You’ve partnered with CFDA on a six-part digital series. Which seminar evoked the most reaction and where do you find brands needing the most help?
K.R.: “It was a tie between Instagram and Snapchat and I think that’s because everyone in fashion can wrap their minds around Instagram, but they all want to grow their following, and then I think that most people are still trying to figure out if and how they use Snapchat. I think it’s important for brands to have an outside perspective on things as it’s easy to have tunnel vision that can be too narrow when you don’t step outside of your box.”

CFDA.com: Do you have a favorite digital campaign out there right now?
K.R.: “Not necessarily a campaign but the best thing I’ve seen lately has been the virtual reality content coming out of VRSE – their JR video brought you into the artist’s studio and world in such an intimate way. What they did in Liberia, where they documented an Ebola survivor, was moving beyond words. It’s the epitome of storytelling versus capturing a moment that feels ephemeral.”