Italian fashion house Miu Miu are the latest label to harness multimedia tactics to create an immersive world for their consumers. It doesn't seem enough any more for brands to simply deliver an end product, they're now expected to create an immersive world alongside it. Fashion houses are increasingly turning to technology to leverage their brand ethos, and ultimately connect with customers. American designer Wes Gordon decided to debut his Autumn/Winter 2016 collection on Instagram, with a link to pre-order the garments immediately.

The latest label to harness multimedia tactics is Italian fashion house Miu Miu. A brand known for a penchant for discordant beauty, they've brought together music, technology, graphic design, and the label's new runway shows in a specially created app titled Miu Miusic.

The free app features 10 custom soundtracks produced by Frédéric Sanchez whose previous work includes the likes of COMMES des GARCONS and Maison Margiela. Users can pair the tracks with a variety of graphics and Miu Miu looks and accessories, guaranteeing a unique video every time it's watched.

Miu Miu partnered with tech company Neosperience to successfully incorporate graphics, music and video, and all the resulting videos can easily be shared across social media, organically widening the brand's social reach - which is the holy grail for any brand right now.