Oscar de la Renta’s Fall/Winter 2013 Ad Campaign premiered late July on Instagram, weeks before most fall/winter ad campaigns first appear in the much anticipated September issues of fashion magazines. If you follow the now famed account of Erika Bearman also known as OscarPRGirl, Oscar’s Senior Vice President of Global Communications, you have probably already seen her numerous pics and tweets, all of which are linked to the brand’s other official social media pages. OscarPRGirl’s 175 000+ Instagram followers got a sneak peak of the brand’s new collection, an unprecedented viral launch that also coincided with the announcement of an e-commerce pre-sale available at oscardelarenta.com. A first for fashion industry, this bold PR move proved to be a cost effective way for the brand to keep up with the times and find its place with the younger generation. The jump to the digital age of advertising and marketing most certainly appeals to a larger audience and allows you to have a piece of the new collection at the tip of you fingertips- literally.
Now let’s talk shop. Oscar’s Fall 2013 collection features beautiful feminine silhouettes and bright absolutely gorgeous jewel toned gowns. The embroidered patterns and floral detailing are perfect for fall and create opulent and elegant looks fit for a queen.
This new collection and this digital ad campaign launch confirm once again that Oscar really does do it best.