Oscar de la Renta, internationally renowned couture mogul, just showcased his fall fashion campaign through the company’s Instagram account, OscarPRGirl. The brand’s edgy social media debut came weeks before its scheduled inaugural appearance on newsstands. The decision to release a campaign through the popular app defies the norm and makes history in the fashion industry. Shot in Manhattan by Norman Jean Roy and Alex White, the shoot exudes the elegance and innovation that characterize the label. For the eager de la Renta aficionados, the brand made the collection available for preorder once when digital campaign launched.
“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.”
With makeup by Gucci Westman and hair by Orlando Pita, the campaign is sure to bring in the big bucks and boost campaign popularity.
Photo Credit: NY Daily News