While every other designer in the world is waiting patiently for Instagram to finally launch a fully shoppable feed, Tom Ford is taking matters in his own hands. As he tends to do.
On the designer’s Instagram page, a link leads you to Instagram.TomFord.com, which looks eerily similar to the designer’s social media account. The pictures are the same as well, a mix of sharp tuxedos, vibrant signature scents and handbags crafted from exotic skins, the only difference is that each image leads to a link where the items can be purchased.
See that pic of James Corden dressed in Tom Ford threads at the Tony Awards? Well, you can buy the bow tie from his ensemble. And did you spot that pic of Doutzen Kroes in a sparkly frock by Ford at the amfAR Gala in Cannes? Well, his iteration of Instagram will direct you to buy the ankle strap pumps she paired it with. Another image brings you to the exact lipstick shade the model swiped on for the party. The hue is Spanish Pink, in case you were wondering.
This isn’t technically a social media account, as it is hosted on Ford’s URL, not on Instagram’s. The site was built with help from Like2Buy, a platform whose main focus is to make Instagram accounts shoppable.
This rather brilliant form of instant gratification is sure to help Ford fans score products as soon as they hit his feed. It’s far better than LIKEtoKNOW.it, which is what bloggers use to show their readers what they’re wearing. That link just directs people away from the post and doesn’t provide any information upfront. Basically, it’s just frustrating and another form of self promotion. Ford’s approach is much more straightforward, leading you directly to the item you’re wondering about. Who knows, maybe this will finally push Instagram to make its feed compatible with shopping, outside of those annoying ads they’ve started to use.