It's normally a huge faux pas to be caught wearing the same article of clothing as someone else, but for an Instagram campaign leveraging fashion influencers, Lord & Taylor flipped this rule on its head.
In a social media blitz to introduce its Design Lab collection, Lord & Taylor hand-picked ladies to share a photo based on their aesthetic and reach. Women from across the country were asked to pose and put their own spin on styling the dress, offering countless suggestions for how the dress could be worn.
Most photos collected thousands of likes on the social platform, giving everyone the exposure they so desire. Naturally, since it seemed like so many women had to have this dress, the Design Lab dress instantly sold out.