International – Mr Porter’s new Global Style campaign for Instagram asks users to share their latest styles with others wherever they are.
The campaign on the Mr Porter website invites visitors to submit and share images of themselves in their latest fashion style, creating an online scrapbook of styles from across the globe.
The images are added to a Global Style Map, corresponding to where in the world a user has shared the image from. Others can then view different styles on the map, whether they have been submitted from London or a beach in Australia.
Users can also vote for their favourite look and those who submit images are instantly entered into a competition to win a wardrobe worth £2,000 ($3,050, €2,320).
Online scrapbooking and enabling consumers to create virtual stores themselves is a growing trend. For more, read our User Curated Retail microtrend.