Brief:

• Fashion brand Tommy Hilfiger partnered with mobile app Unfold on an Instagram Stories template collection, according to materials shared with Mobile Marketer. The collection, called Unfold & Tommy, lets people incorporate the templates and other digital decorative tools into their Stories on the social platform.
• The 15 limited-edition templates are publicly available in the Unfold app for iOS and Android until March 12. Unfold's 16 million users can upload their photos and videos into the featured designs, and use text and color tools to customize their post for Instagram Stories.
• Tommy Hilfiger's spring 2019 TommyXZendaya collection, which features 22-year-old actress and singer Zendaya, is the inspiration for the Unfold templates. Unfold co-founders Andy McCune and Alfonso Cobo will take over Tommy Hilfiger's Instagram Stories during a March 2 runway show during Paris Fashion Week.

Insight:

Tommy Hilfiger's campaign with Unfold illustrates how fashion brands are continuing to get creative in immersing mobile users with their designs and possibly spur viral campaigns as Instagram users share their customized Stories. Unfold's app gives users a wider range of software tools to decorate their Stories before sharing them with family, friends and followers. Now, Tommy Hilfiger is looking to spark some brand buzz and Instagram users share its digital designs across the social platform.

Zendaya, a former Disney Channel star who last week became the newest global brand ambassador for cosmetics maker Lancôme, appears to be a strategic partner with Tommy Hilfiger on the campaign, given her name recognition among Generation Z. She has 54.3 million followers on Instagram, where she posts a mix of fashion shots and candid pictures from her personal life. Almost all (93%) influencer campaigns use Instagram, about twice the share of Google's YouTube and Facebook's core social network, according to a study by CreatorIQ.

Tommy Hilfiger is among the fashion and cosmetics brands that rely on Instagram to reach fashion customers, given the app's emphasis on imagery and the sharing of new looks. Last year, fashion brands Tom Ford, Burberry, Gucci and Chanel received the most attention on Instagram during New York Fashion Week, per Vogue. Fashion retailer H&M last year collaborated with Italian fashion brand Moschino on an Instagram Live chat between Moschino creative director Jeremy Scott and model Gigi Hadid to promote its merchandise.