Instagram’s Newest Account is Making it Easier to Shop on the Platform

Eva Chen, Instagram’s Head of Fashion, is officially changing the way we shop on the platform. Instagram’s newly launched @shop account (and 3rd curated shop) will showcase various brands that “built their voice on Instagram.” It will serve as an account to highlight specific businesses that have been shaping up the space through their voice and brand marketing over the years. Chen wants for this account to cater to an audience of “working women in their 20s and 30s” all while serving up a feed that’s in a celebratory, editorial voice.

“Instagram’s newly launched
@shop account will showcase
various brands that ‘built
their voice on Instagram.'”


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Chen’s plan is to focus on highlighting one brand per day while telling their founder’s story. This will be a wonderful opportunity for audiences to get to know the brand on a more personal level, and have a look into the behind the scenes aspect of how they first got started. Chen says – “People discovering a new brand and being able to support a business owner — that was always my favourite thing about editorial.” We couldn’t agree more!

We’re so excited to see what’s in store for Instagram’s latest account @shop and are already loving seeing some of our beloved brands being spotlighted. From @oliveandjune to @glossier, we can’t wait to see who else is showcased in the weeks and months to come. Stay tuned to see what’s up next for @shop and check out BOF’s article to learn more.