Express sources fans to walk runway show

For its newest runway show, Express is looking to fans of the brand to walk the catwalk alongside supermodel Karlie Kloss.

Karlie Kloss in a recent Express campaign - Express

For the chance to walk the runway, fans are encouraged to post a video of themselves ‘living their best life and empowering others to do the same’ on their Instagram, using the hashtag #KARLIECONTEST. Ten winners will be chosen to walk the runway alongside Kloss at a runway event in St. Louis.

Model-sourcing via social media has proved a valuable resource for brands looking for new faces of their campaigns. Torrid tapped a variety of customers and digital plus-sized influencers to front is most recent campaign, a campaign that was applauded by fans of the brand and the fashion press. AdoreMe, a lingerie e-commerce platform, took to social media to find its newest cast of models via a similar video entry process.

A recent study found that traditional advertisements, like celebrity-filled TV spots or magazine ads, have little influence over Generation Z. The incoming generation is far more likely to purchase what their friends are wearing or items from stores their friends shop at.  Because of these consumer tendencies, brands who advertise exclusively on social media, like Colourpop, FabFitFun, Anastasia Beverly Hills.,have seen roaring success as of late.

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