W Partners with Hipstamatic

W magazine, in celebration of its 40th anniversary, is launching a partnership with Hipstamatic, the photo app. If you’ve never heard of Hipstamatic, it’s basically the same thing as Instagram, only not as popular. It’s like Instagram’s less cool, but still vintage-y, little bro.

The two brands have launched WMag FreePak, a lens for the app inspired by the magazine, which is free for the first six weeks. By using the lens, users can enter a photo contest from W, whose editors will select a weekly winner. Those picked will have their work be featured on the magazine’s Facebook page, but the grand prize winners will eventually have their photos showcased on W’s website and alongside the magazine’s work at a month-long exhibition.

“During its 40 year existence, W has been a breeding ground for some of the industry’s most world-renowned fashion photographers,” said Caroline Wolff, W’s Photography Director. “The WMag FreePak allows our brand to continue with this tradition of identifying and fostering talent but in a truly digital and social way.”

The app is available for download today.