Advertising campaigns for Autumn (or Fall, if you’re from across the pond) clothing collections usually involve beautiful models wearing a selection of greens, reds and browns, carefully selected by a stylist to complement the falling leaves the pictured girl is most likely frolicking around in.
Canadian clothing retailer Aritzia has changed all this, and used Instagram to make it all about the people wearing the product and falling in love with a particular piece of clothing, with its new collection cleverly titled #FallForUs.
Aritzia has picked over 100 emerging females to model their favourite piece of item from the range, including Orange is the New Black star Samira Wiley, (or Poussey, as she will be forever known), Brooklyn Nine Nine’s Chelsea Peretti and our very own Estelle, as well as tons of other actors, bloggers, editors and singers. Each picture looks so natural and smiley, and it’s clear that the women all feel comfortable in what they’re wearing.
Aritzia is encouraging people to grab these brand new items in store or online then post pictures of them wearing it on Instagram using the #FallForUs hashtag, making the collection a lot more than just some pretty airbrushed pictures with women with looks so unobtainable, and, after all, aren’t the customers a company’s best advertising anyway?