social media

Oscar de la Renta campaign launches exclusively over Instagram


According to L2 Think Tank, Instagram registers the highest level of consumer engagement and interaction across all social media platforms. Needless to say, brands are capitalising on that – and none more so than Oscar de la Renta this week, who released its autumn/winter 2013/14 campaign exclusively via its OscarPRGirl account

Those images – as featured below – are also accompanied by an e-commerce tie-in on, where the full corresponding collection is available for pre-order, ranging from $110 costume jewellery to gowns at nearly $14,000.

According to Oscar CEO, Alex Bolen, the initiative has the promise of being “extremely measurable”, reports WWD. The brand will be able to see how successful it is by tracking the amount of clicks to its website, not to mention preorder sales in real-time.

“Forgetting that it’s via a fairly new distribution mode, this is about creative working harder for us,” Bolen said. “That’s forever been a challenge for people in our business. We’re always reviewing our print buys. We’re constantly trying to figure out ways to better measure the return that we’re getting on our investment… We will book more resources [to digital programs] if it works well, and less behind those that work less well.”

The campaign was shot by Norman Jean Roy and styled by Alex White, with make-up and hair by Gucci Westman and Orlando Pita. The models are Kate Bogucharskaia, Patricija Motiejunaite and Iris Van Berne.

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Oscar de la Renta crowdsources creative ideas through #theboard

Oscar de la Renta is inviting consumers to become a part of his creative process by launching a virtual pinboard open for anyone to post their ideas to.

In a new take on crowdsourcing, “The Board“, says the designer, is a call for anyone and everyone to help him out with ideas for his next collection.

“Don’t tell me, show me…” reads the tagline.

In an accompanying video address, he says: “Come with us, give us ideas; things that we haven’t thought about that you think will be great… I would love to embrace anything that you have to say.”

The initiative launched following this evening’s autumn/winter 2012/13 show in New York. There are already posts by the likes of Marie Claire fashion director Nina Garcia, Erica Domesek of P.S. I made this, and bloggers Tom & Lorenzo.

It follows hot on the heels of the fashion industry’s love affair with Pinterest.

Those viewing submissions can also share the inspiration of others on their own Facebook, Twitter and Pinterest pages.