On Monday, the Aussie label surrendered all five of their social media passwords to the Canadian model until Friday, who will fill their feeds with self-styled images featuring pieces from their Autumn/Winter 2013 collection and make you as jealous of her composition skills and wardrobe as you are of her genetic code. With backdrops featuring ancient ruins and swan-filled lakes, the #selfies posted so far more closely resemble professionally-lensed lookbook outtakes.
It’s an incredibly shrewd move for Sass & Bide and shows they really know their market. The campaign bridges the gap between brand and audience without cheapening the product, and potentially paves the way for the future of designer collaborations. It’s not just #inspo you get either: Sass & Bide are also running a giveaway on their website where you can win a look from the campaign just by entering your contact details.
Follow the digital media merger using the hastag #cocotakesover.
Images: sassandbide.com
