INSTAGRAM HIJACK ED YOUR WARDROBE

. . . because now High Street brands realise what looks good in social media selfies will sell more – even if it’s NOT the most flattering in real life

Afriend you haven’t seen in a while is sporting a stunning new winter coat. How do you know? Perhaps you’ve seen a picture of her proudly parading the new purchase on facebook or instagram. Or perhaps she sent you a quick snap from the changing room.

now you want one, too. So what was it that really caught your eye? Was it the flattering cut, the fluffy texture that looked so warm and inviting — or the stand- out neon pink panel on the back?

even if you are not one of the increasing number of women using social media to window-shop, it is these eye- catching details that reflect a new reality: High Street brands and popular boutique labels are now actively designing clothes and accessories with these allimportant photo opportunities (known as photo ops) in mind.

Many women scroll through instagram looking for style inspiration and wouldn’t dream of wearing a new dress without posting a selfie of their ‘ootd’ (outfit of the day).

So the new consumer battlefield for clothes brands is to come up with designs that will photograph well and stand out from the crowd.

Ghost, the nineties label best known for its silky slip dresses, has enjoyed a revival thanks, in part, by realising that statement prints photograph better than the more muted colour palette traditionally associated with the brand.

‘ Statement prints will always photograph the best,’ explains creative director Sameera Azeem, ‘so the classic capsule collection now includes prints, both modern and graphic or feminine and floral.’

The growing army of fashion bloggers, meanwhile, scours the High Street for pieces that will become a talking point, and many women now like to share pictures of their purchases in online fashion forums.

Bloggers, meanwhile, are keen to set trends, and are on the look-out for photogenic pieces that will grab people’s attention.

Kelly eastwood, of blog The London Chatter, admits: ‘Bright colours, pom-poms, vivid prints — these get great engagement. They are the fashion equivalents of posting a photo of an avocado or a cupcake.’

While we want to feel that we have our own individual style, labels are increasingly looking at online traction when designing seasonal collections.

So will these key autumn trends look as good on you in the flesh as they will in photographs?