Lines blur as more brands like J The buzz of social media has grown louder and more insistent at Mercedes-Benz Fashion Week as everyone - from industry professionals to street-style photographers - clamors for a piece of the action. Runway shows are filled with attendees snapping cell phone pictures, shooting short videos and tweeting about their experiences. promoted its live stream (and preorder options) on Facebook and to its 502,000 Twitter followers. Polyvore, the Mountain View fashion collage website with 13 million unique users, held a show featuring 23 bloggers modeling emerging designers' looks - including Oakland's of Calivintage. The entire show was streamed live on the Polyvore site, billed as the first show generated from an online community, and 25,000 people have since watched it, a spokeswoman said. Polyvore CEO and co-founder said live streaming is another way the Internet continues to have "a very democratizing effect on fashion." Betts agreed, adding that even though people always argue that live streaming is not the same as seeing the show in person, "you get the feeling - you get the message." As of Feb. 14, with a day and a half left, that message was "cover up." Strong, structured outerwear and gloves have emerged as one of the overriding fall trends. and Olivier Theyskens Theory collection borrowed from menswear silhouettes. Jason Wu went all the way back to the Qing Dynasty for his lace-overlaid military jackets and cape. lacquered tweed raincoats for a leather effect; others, like Yigal Azrouel, had leather-heavy collections that included trenches. showed a dazzling two-piece peacoat amid his urban-edged sportswear. put sculpted, three-quarter-sleeve cropped jackets over ball gowns. The hot material this fall will be leather with fur or knit accents. "You can't go wrong with leather," Marie Claire Editor commented after 's mid-century minimalist show. "I want almost every piece," she exclaimed. Many fashion followers will no doubt agree, but Lam's secondary line, 10 Crosby, might be more their speed. "There's a whole level of new American designer market - people like Milly, - all at that price point but presenting themselves as designer," Betts said. "They're having runway shows and are in the same game." J. Crew in particular has "covered every corner of the market," from its direct-mail catalog to retail to its active website, with its curated presentation. At its jam-packed presentation, models stood in a row wearing combinations of tailored cashmere and boucle coats and skinny pants in bright colors, layered over striped shirts and perked up with knits and statement handbags. A marketing person said clothing details would be available the next day at "Tory Burch, Theyskens' Theory - all of these brands have really upped their game with more design elements," Betts noted. Thus, "when you're buying a $250 pair of shoes, you feel like you're getting really great value for it," as opposed to designer-name shoes that start at $750. Both are now made in Italy. Burch's Tuesday morning show, which drew a crowd of heavy hitters, played with the idea of a prim girl meeting "the wrong kind of guy" at a hotel. She sent out tops, dresses, fitted skirts and jackets made from tulle, tweed and chiffon that were tastefully embellished with embroidery, rosettes, beaded collars and paillettes at the hem. Details like lamé cuffs and sequins kept things current. The looks, most shown with handbags and elbow gloves, were romantic, alluring and versatile, not just for fall. A three-quarter-sleeve black ribbed peplum knit top with plaid leather pants was one of the sportier looks. Bloomingdale's Fashion Director said Burch's was the best show she had seen.