American Vogue shot three separate fashion shoots, with three different models, using nothing but Instagram and an iPhone.
Conceptualised by one of the world's most famous fashion magazines, the #VogueInstaFashion shoot coincided with New York Fashion Week, which took place last week.
"The fashion world has changed so much and opened up because of the visual Web - people think like fashion people now; that's really exciting and empowering," said Vogue's creative digital director, Sally Singer, in an interview with Digiday.
The Vogue editorial was captured by photographer Michael O'Neal, who used Instagram's built-in "Nashville" filter to add a little sophistication to the images. They were taken in and around the Big Apple at famous locations such as Chinatown, Times Square and Central Park. Each themed shoot had an accompanying hashtag to allow Instagram and Twitter users to view, share and comment on the images.
"I thought this time around during Fashion Week in New York we could try doing a shoot that shows clothes you can buy in stores right now," explained Singer, dubbing Instagram the "morning coffee of Fashion Week".
"What's so amazing is how receptive the younger stylists have been to this - getting up at 5am to do a shoot with Instagram even when they have Fashion Week shows to go to all day and parties all night."
According to Singer, the hope is to do more Instagram-only shoots in the future. She stressed that the success of the campaign reveals the power of Instagram and illustrates that high-profile brands are increasingly using the image-sharing app as a content delivery platform.
In another Fashion-Week-inspired technology/fashion marriage, British fashion house Burberry partnered with Apple to use the computing giant's newest iPhone in its show in London this week. The iPhone 5S, which goes on sale on 20 September, was used to record video and take pictures at the recent runway show.
"Using the all-new iSight camera on the iPhone 5S, Burberry is shooting high-quality photos and video for runway and beauty looks, product details, and backstage moments," an Apple press release reads.
"This collaboration celebrates our relationship and shared foundation in design and craftsmanship," said Christopher Bailey, Burberry COO. "We're inspired by what this could mean for the future as we continue to explore the merging of physical and digital experiences."
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