Fashion is Using this New Instagram Feature

Instagram has just launched Reels, which is a new feature that lets you create short videos like TikTok. It didn’t take long for fashion sector to start having fun with it.

Is Instagram about to get ahead of TikTok? The social platform, which has more than a billion users, launched its new broadcast format “Reels” in June 24. Users will now be able to post videos of15 seconds with music, filters, and special effects. The result is a mini video ready to be shared on Instagram.

Following the same TikTokconcept, this new feature allows Instagram to add a string to its bow in addition to Stories, IGTV, Live broadcasts and Shopping options, which are all already available on this platform, owned by Facebook Group.

Olivier Rousteing loves it

Fashion has taken advantage of Instagram’s features to make it its best platform for communication. Some brands were attracted by this updated feature and did not wait too long to use “Reels”, including Olivier Rousteing, the artistic director of Balmain. Fond of new technologies and outstanding communication, the creator showed up in humorous videos posted on his personal account and that of Balmain. He also used this tool to teaseabout the collaboration between the fashion house and the Lollapalooza music festival which will be held during a picnic on July 17.

Simon Porte Jacquemus also got used to Reels by posting short videos already shared his Instagram account. Big houses have also started to check the new feature, like Louis Vuitton who posted three creative videos portraying male figures from the collaboration between Virgil Abloh and Nigo, a Japanese stylist and DJ.

However, the usage of Reels remains shy,as the brands are discovering the new feature and finding it interesting. On TikTok, which is an application acclaimed by 16-24 year olds, fashion couldn’t find its place. And if it did happen, it is often unintentionally, just like Harry Styles cardigan by JW Anderson, which rose a new challenge among users of knitting their own cardigan. The brandsthat were ready to show up on this type of platforms, understood that it is meant for a younger audience, their goal was not selling them a product, but refining an image with a friendly language.