Instagram launches digital fashion tie-up with Facebook Shops

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Instagram has launched a ‘Fashion Week 2020 Playbook’ to help fashion retailers and brands create digital catwalks during the coronavirus crisis.

The playbook, which has been created in partnership with the British Fashion Council, will help retailers “regardless of location, size or budget” participate in a digital fashion week using Instagram tools, at a time when physical events around the world are being cancelled or postponed.

Fashion brands will be able to create “invitations” using a countdown sticker, recreate a “backstage area” using Instagram Stories and use shopping tags to “drive sales straight from the runway”.

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