Fashion retailer is launching a personal stylist service next week as it seeks to boost sales at its Instagram shop.

mytheresa Instashop

The ‘myt stylist’ tool, going live next Monday, gives shoppers the option to style an outfit and share it with their followers on Instagram. Using the Instashop service, users can then buy the items directly from the Mytheresa feed.

Pictures marked with the hash tag #buytheresea will link users to the online shop, allowing them to complete their purchase without leaving Instagram.

Owned by US-based department store group Neiman Marcus, Mytheresa is the latest fashion retailer to use Instagram to sell its products. In November Michael Kors unveiled a tool that emails users a list of shopping links from posts they like on the app.

Nick Holyrod-Doveton, digital consultancy Omnify’s head of product and delivery, believes retailers are beginning to experiment with social media after the success of shopping tool Liketoknowit, which helps stylists share links from outfit posts with their followers.

He said: “Fashion companies are beginning to dip their toes in the water with Instagram sales. It pushes the reach of their brand but is free to use, and customers are easy to target.” appointed Michael Kliger as its new president in January, to replace Thomas Mueller.