Instagram is a great tool for enhancing customer’s excitement in this day and age. Oscar de la Renta has made use of this hottest tool to debut its fall 2013 ad campaign. The house escorted the fashion world over to Instagram to be the first to unveil the images of their latest campaign.
Shot by Norman Jean Roy and styled by Alex White, the pictures have shown up way before they are scheduled to hit the September issues of Vogue, Elle, Departures, Town & Country, British Vogue, WSJ Magazine and Tatler. They show Kate Bogucharskaia, Patricija Motiejunaite and Iris Van Berne sporting makeup by Gucci Westman and hair by Orlando Pita.
All seven images were released on the OscarPRGirl Instagram account, which is run by Erika Bearman, senior vice president of global communications at Oscar de la Renta.
By doing so, the brand has lured fans and clients to share, shop (pre-order) and also give instant feedback about the collection.
Oscar de la Renta CEO Alex Bolen states, “One can measure clicks and see how much the cash register rings. Are we making decisions based on that today? Yes. Is it at this point a radical departure from past practices? No. But could experiences like this, if they are successful, lead to big changes? Absolutely.”
The collection is up for pre-order on oscardelarenta.com
NYC fashion writer blogging about all things lux. Attending New York University, future Fashionista.