Very interesting moves afoot at Twitter as it makes a major play for content in a deal with American Express. It is to provide real-time coverage, photos and commentary for New York Fashion Week. It is an insight into Twitter’s plans for the future.

This is the kind of thing that others have been doing with content on Twitter for some time. As Twitter uses 2010 to consolidate its position, putting an official Twitter stamp on various products such as phone apps, it is also making a play to curate the content of signature events. Smart move.

The money spinning commercial deal points to the kind of content deals it could do in the future. Think Twitter and the World Series, the Olympics or the World Cup. It’s very much like the kind of thing that Google has done in the past, but Twitter’s strength in real-time puts it in a strong position to do more.

Twitter has created a New York Fashion Week homepage that will not only curate content from fashion Twitter feeds, bloggers and magazines, but will also feature sponsored content in the form of tweets from @americanexpress. The Amex Twitter account will be providing interviews from top designers and fashion insiders.

Other fashion highlights will include the latest from the runway shows courtesy of @WomensWearDaily. Modelling insider site Modelinia will provide ‘the Scene’ – a backstage drama, including candid shots of models, designers and celebs.

Twitter has teamed with a number of select Twitter users to produce ‘Beauty’ offering the newest beauty, make-up and hair techniques with tweets from @AskBobbiBrown, @Aveda, @BumbleandBumble and @Smashboxartists among others.

@Bergdorfs will provide a daily recap looking at the best of each day after the shows, curated for top trends, emerging themes, and unexpected surprises.

Finally, @nyfw will provide the latest Fashion Week information, including a “Little Black Book of Hashtags” and details on various designer’s shows.