The boom in social photography and has given marketers powerful ecommerce opportunities through customer social engagement. According to the FT 60 per cent of Instagram’s 400 monthly active users say they learn about products and services on the app and 75 per cent say they are inspired to act – by searching for a brand’s website going to a boutique or telling a friend.

Tommy Hilfiger recently created an “InstaPit” with special seats for social media influencers, many with millions of followers to snap the runway from. At the Met Gala, Instagram collaborated with Vogue to create a both filled with flashing fluorescent light where celebrities like Madonna were videoed in their designer outfits. The results were pasted on Instagram @gvsgvs and resemble glossy photoshoots.