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.
The pair, who are behind youthful brand Au Jour Le Jour, featured colourful skirts with lipstick kisses, kittens and puppies for the autumn/winter 2014 season.
The tones were bold - reds, purples and turquoises, and there were also 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, launched in 2010, 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."
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," he said.
"I admire entrepreneurship and have decided to support it."
