Oscar de la Renta Premieres Fall Fashion Campaign on Instagram

In what appears to be a fashion industry first, Oscar de la Renta has taken to Instagram to release its fall ad campaign, which typically debuts — for consumers, at least — in the pages of fashion titles like Vogue and Elle.

All seven images were released Wednesday morning on the oscarprgirl Instagram account, which is run by Erika Bearman, senior vice president of global communications at Oscar de la Renta. Each image garnered more than 1,000 likes in the first hour.

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"Only a few years ago, campaigns would debut in magazines, but that has shifted as brands have developed their own platforms and credibility as media sources," Bearman observed in an e-mail to Mashable. Last season, Oscar de la Renta broke its campaign on its website, using its email newsletter and social channels to further promote it — something Bearman says the company plans to do with this campaign "after the Insta exclusive."