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

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.

 

A photo posted by Rachel Martino (@rachmartino) on Mar 27, 2015 at 3:19pm PDT

 

A photo posted by Alicia Lund (@aliciamlund) on Mar 27, 2015 at 2:12pm PDT

 

A photo posted by Jean (@extrapetite) on Mar 28, 2015 at 7:18am PDT

 

A photo posted by Mckenna Bleu (@mckennableu) on Mar 28, 2015 at 11:15am PDT

 

A photo posted by JEANNE GREY (@the.grey) on Mar 28, 2015 at 1:02pm PDT

 

A photo posted by lateafternoon (@lateafternoon) on Mar 28, 2015 at 12:53pm PDT

 

A photo posted by Marianna Hewitt (@marianna_hewitt) on Mar 28, 2015 at 11:29am PDT

 

A photo posted by Wendy Nguyen (@wendyslookbook) on Mar 28, 2015 at 11:28am PDT

 

A photo posted by Dylana Suarez (@dylanasuarez) on Mar 27, 2015 at 5:09pm PDT

 

A photo posted by Jessica Ricks (@hapatime) on Mar 27, 2015 at 6:09pm PDT

 

A photo posted by Sophie Elkus (@sophieelkus) on Mar 27, 2015 at 2:37pm PDT

 

A photo posted by Rachel Lynch (@ihateblonde) on Mar 27, 2015 at 9:55am PDT

 

A photo posted by Annabelle Fleur (@vivaluxuryblog) on Mar 27, 2015 at 10:38am PDT

 

A photo posted by Natalie Suarez (@natalieoffduty) on Mar 27, 2015 at 2:43pm PDT

 

A photo posted by SAZAN (@sazanbarzani) on Mar 27, 2015 at 3:47pm PDT

 

A photo posted by Cara Van Brocklin (@caraloren) on Mar 27, 2015 at 10:27am PDT