In the name of radical transparency, online clothing retailer Everlane just launched a brand ambassadors program. The inaugural class will promote the brand using non-traditional methods -- such as sharing stories on topics like "transparency, community and what they learn." Made up of six individuals, the inaugural class is based in New York City. Rather than following along in a blog, their journey will be posted via social media platform Instagram.
This brand ambassadors program not only reflects ways fashion companies can leverage social media to reach their customers, but also indicates a move towards increased corporate social responsibility and authenticity in the retail process. Using the secondary Instagram account, consumers are encouraged to ask "why."