In recognition of ten years at New York Fashion Week, Tumblr is increasing its presence at this year's event. Starting with a pop-up shop at 339 West 38th Street, that will run from Friday until Sunday. The store will carry a specially created Tumblr capsule collection that has been created in conjunction with a selection of indie designers. There will also be a roster of special events held at the 38th street venue. 

Of course, this being Tumblr, there will also be a selection of 11 specially invited bloggers, who will have special access to capture all of the behind the scenes action and to bag exclusives with some of the week's biggest names. 

Case in point, this Anna Wintour GIF (above), createed by John McLaughlin, who admits: "I didn't know who it was at first," he says of approaching Wintour. As a multimedia artist, the majority of McLaughlin's work is with animation (not fashion) and he created a fuzzy 3-D character that he has interact with big name star. "I just walked up to the people getting photographed the most," he explains, asking each one to hold up a hand. "She was like, 'I don't know who you are or what you're doing, but whatever,' and she did it." Wintour demonstrated her great sense of humour and showed willing. Enjoy the GIF above.