BCBGMaxAzria to sell SS15 runway looks on Instagram

BCBG Max Azria will sell looks from its Spring-Summer 2015 collection through links on Instagram.

While it's not yet possible to sell items directly through Instagram, several fashion brands have recently partnered with third-party services to link Instagram pics of their products to retail platforms. This week, BCBGMaxAzria is harnessing the technology to sell looks fresh off the runway.

This week's BCBGMaxAzria show, taking place Thursday at 10am, is likely to draw crowds not only on site in New York but also on Instagram. According to Fashionista, the label has partnered with the platform LikeToKnowIt and with certain online influencers to make certain images of its Spring-Summer 2015 show "shoppable."

To take advantage of the service, Instagram users must first sign up for a LikeToKnowIt account. Then, after clicking "like" on a photo from the BCBG show with "LTK" in the caption, the user receives an email listing the items pictured and linking to the online store where they are available for purchase.The photos in question are not posted directly by BCBG but rather by social media influencers, perhaps to ensure the maximum possible reach.

This is not the first time that looks have gone straight from the runway to the consumer. Last season, certain items from Jeremy Scott's first collection for Moschino went on sale directly after the label's show.