Who Wore It Best?
If you thought you were seeing double on instagram recently, well its because you have!
Retailer Lord & Taylor was the hot topic on instagram feeds by partnering with 50 highly known fashionistas on Instagram and having each pose wearing the same dress.
Incredible. The dress itself sold out by the end of the weekend. Luckily for the brand, it had a larger goal in mind: Debuting its Design Lab collection, focused on “fashion-forward finds.”
“The program was designed to introduce Design Lab to this customer where she is engaging and consuming content every day,” said Lord & Taylor CMO Michael Crotty. “The goal was to make her stop in her feed and ask why all her favorite bloggers are wearing this dress and what is Design Lab? Using Instagram as that vehicle is a logical choice, especially when it comes to fashion.”
All of the 50 Instagrammers were hand-picked and compensated by the brand, with each selected “based on her aesthetic and reach,” Crotty said. Many of the posts generated more than 1,000 Likes each, with several surpassing 5,000 Likes and some reaching rarified levelslike 13,000 Likes.