Whoops! Gisele Bündchen broke her upcoming H&M campaign before its release.
The Victoria’s Secret Angel slipped into something warm and fuzzy as the face of H&M’s fall campaign earlier this year, but couldn’t wait to share the results. Originally shot by Daniel Jackson, who lensed Cate Blanchett’s multi-million dollar campaign for Giorgio Armani, Bündchen shared an up-close snapshot of her dressed in a faux sheepskin vest with her legion of Instagram followers last night.
She’s not the only one to break a campaign via the photo-sharing site. Oscar de la Renta had his OscarPRGirl share his entire fall campaign through her Instagram account and various social media channels before adding them to his eponymous site. H&M even went the social route for its upcoming collaboration with Isabel Marant as the designer modeled some of the pieces from the collection.
Even Reed Krakoff drew inspiration from the app’s filters for his shoot with Julianne Moore, so it’s likely that more designers will migrate to the handy app to share the vision of their collection before the glossies get to them first.