Whenever New York Fashion Week comes around (that’s twice a year for the non-fashion folk), we inevitably see a bunch of innovative digital stuff happening that we wish we saw more of all year round. Ah well, we take it when and where we can get it. Fashion house, 3.1 Phillip Lim, has launched its first ever print ad campaign for its Spring 2013 season, and the brand is making a grand entrance to the advertising arena with a multi-channel campaign. The brand’s new Agent 3.1 custom iPad and iPhone app is being utilized as part of the campaign. The app lets users access exclusive brand content and purchase products through scanning functionality. Agent 3.1 plays particular attention to the clothing line’s definitive nuances and hidden details, targeting an upwardly mobile customer and putting the power of discovery back into their mobile hands. As of yesterday, February 4, customers can use Agent 3.1 to unlock hidden content, purchase products and view a short behind the scenes film made last November while shooting the ad campaign. Phillip Lim is just one of several high-fashion brands trying to diversify its channels and spread deeper into the mobile arena. Whether the app will directly lead to more revenue for the brand through customers purchasing products is debatable, but I would argue that it will certainly serve to further engage an already captivated audience and increase brand loyalty as it gives customers an inside look into the fashion company.