For fashion junkies addicted to Instagram, this weekend probably had quite a few moments of déjà vu.
Retailer Lord & Taylor blitzed into feeds by partnering with 50 influential fashionistas on Instagram and having each pose wearing the same dress.
The dress itself sold out by the end of the weekend, but luckily for the brand, it had a larger goal in mind: Debuting its Design Lab collection, focused on "fashion-forward finds."
"The program was designed to introduce Design Lab to this customer where she is engaging and consuming content every day," said Lord & Taylor CMO Michael Crotty. "The goal was to make her stop in her feed and ask why all her favorite bloggers are wearing this dress and what is Design Lab? Using Instagram as that vehicle is a logical choice, especially when it comes to fashion."
An even 50 Instagrammers were hand-picked and compensated by the brand, with each selected "based on her aesthetic and reach," Crotty said. Many of the posts generated more than 1,000 Likes each, with several surpassing 5,000 Likes and some reaching rarified levels like 13,000 Likes.
Check out some of the photos below from the weekend push. If you're sad you missed your chance at the dress, Crotty says it will be back with new patterns in April, May and June.