Lord & Taylor Got 50 Instagrammers to Wear the Same Dress, Which Promptly Sold Out

Flooding fashion feeds pays off

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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.

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