THE WHAT? Social media site Instagram has launched an in-store pop-up within Selfridges, London, called The Instagram Edit.
THE DETAILS Running between 5th-15th December, the space will feature eight brands that all initially launched via the social media site. Skincare company Tandem will showcase as part of the edit.
Instagram Fashion Director Eva Chen states, “Brands have
been a key part of the Instagram community since our launch.
“Instagram has always been a place to discover and be inspired by businesses of all sizes. Today, 90% of people follow a brand or business. The Instagram Edit brings to life some of these beloved brands that were built on Instagram in an iconic setting.”
THE WHY? A pioneering move by an online app, the Instagram pop-up allows consumers to browse online brands in real life. A clever evolution from Instagram’s shopping feature, it’s the site’s first merging of digital and offline. Will others follow suit as the lure of online cult indie brands continues?