Influenced by the increasingly popular see-now-buy-now movement
More and more brands and designers are choosing a digital over real runway to show their collections. Case in point: Perry Ellis and its upcoming fashion show, which will be fully held on Instagram.
For months, the brand has been inviting and then selecting social media influencers to participate in the project, which is called “100 Pieces of Perry.” It’s called so because the brand is sending 100 pieces of clothing to the chosen individuals. The influencers are encouraged to mix the items with their own outfit pieces before photographing themselves. The resulting photos will, of course, be posted on their Instagram accounts; together, the pictures will create a custom look book. It’s a collection of #OOTD posts, if you will.
The project is a part of Perry Ellis’ entry into the see-now-buy-now format, and potential consumers can directly click on the images to shop the pieces from the collection.
Look out for this one-of-a-kind fashion show when Perry Ellis launches the project on September 27!