A total of 510 images have been unveiled as individual Instagram shots, together creating a mosaic of the new season look book. Some images are mere blank pink squares, others show the corner of a leg, the edge of a shoe or a torso.
The team refers to it as “a piece of (digital) art”. Reminiscent in part to what Uniqlo did on Pinterest, albeit without the animation, this is one of the strongest examples seen on Instagram, not to mention the first at such scale – an impressive scrollable collage at 42 iPhone lengths long.
Said Aritzia CEO, Oliver Walsh: “We have moved into the age of the image-based social network. It makes perfect sense to release our spring lookbook in a place where our customer loves to spend a good deal of time indulging in beautiful visuals.”
The campaign exists via @aritzialookbook (the mosaic effect only works on mobile). It was maintained originally as a private account and launched to the public all in one go. To promote it, a series of the blank pink squares were posted via the main @aritzia feed with the line: “510 images. 42 iPhone screens long. View our collections like you never have before: @aritzialookbook.”