Those who keep up with the times are the ones who prevail, right? Well, Oscar de la Renta is doing just that. The New York brand's social media accounts are famously updated by the brilliant Oscar PR Girl - aka Erika Bearman, senior vice president of global communications. She's long offered de la Renta fans an insight into the goings on behind one of the world's leading fashion brands, as well as sharing selfies of her fabulous style. Now, ODLR are taking it one step further.
The brand has made a fashion first by going straight to the fans with the new Autumn Winter 2013 campaign, launching the images on none other than Instagram. Could we love them anymore?
The campaign, shot by Norman Jean Roy and styled by Alex White, showcases the lux glam de la Renta have become so well known and loved for. Featuring up and coming models Iris van Berne, Kate Bogucharskaia and Patrycja Gardygajlo, the campaign sees the trio posing in jewel-toned looks and feminine silhouettes, with a focus on gems and embroidered detailing bringing an opulent touch to the autumn season. And, did we mention, items from the collection became available for preorder when the digital campaign launched. How great!
"One can measure clicks and see how much the cash register rings," Oscar de la Renta CEO Alex Bolen told WWD. "Are we making decisions based on that today? Yes. Is it at this point a radical departure from past practices? No. But could experiences like this, if they are successful, lead to big changes? Absolutely."
Oscar PR Girl shows her style on Instagram
Bearman agreed: "Only a few years ago, campaigns would debut in magazines, but that has shifted as brands have developed their own platforms and credibility as media sources," she told Mashable. And haven't they just! Each image garnered over 1,000 'likes' in the first hour. But not to fret! Print isn't going anywhere. The ad campaign will still appear in the glossy's when they hit newsstands next month.