Campaigns We Love: Square One’s “World Fashion Month” Instagram Coverage


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A picture is worth a thousand words, especially during Fashion Week when brands are eager to capture the imagination of consumers. It’s not just the simple act of finding inspiration, but the physical act of sharing it via social media that has become a top priority. Visually communicating seasonal trends on platforms like Instagram is an art form that companies are eager to master and perfect. One such company is Canada’s Square One Shopping Centre, which has taken the concept of social media takeover’s to the next level by selecting a handful of key influencers to participate in their #SQ1Takeover program which officially launched at New York Fashion Week. The overarching goal is to give consumers an authentic fashion week experience by giving them coveted access behind the velvet ropes. The chaos backstage, the magic of the shows, and all of the quiet moments in between will be captured and shared in real time, all for the sake of real consumers getting to take part in the experience.

Square One is not simply using their social media to showcase products, retailers, and brands, but instead is creating unique borderless experiences that their fans and shoppers would not otherwise be able to enjoy or access.

Photographer Sophie Elgort was the first to take the reigns and capture the excitement of Fashion Week for Square One followers, snapping photos in New York of the Carolina Herrera and Zac Posen shows. She even captured super model Naomi Campbell in a stunning Zac Posen gown as it went down the runway. Her posts on the @shopSQUAREONE Instagram account were all signed with a signature hashtag #SQ1xSophieElgort.

Front Row at the Carolina Herrera Show

Taking over the account in London will be Kerry Pieri, digital fashion and features director for, followed by Norwegian fashion icon Hanneli Mustaparta in Paris, fashion philanthropist Sylvia Mantella in Milan and designer Erin Kleinberg in Toronto. Each influencer offering followers a fresh perspective in a new city.

“We are thrilled to bring this first-of-its-kind, borderless social experience to @shopSQUAREONE followers,” says Toni Holley, Marketing Director for Square One. “Working with these smart and creative women is not only providing our audience with unparalleled access to world fashion weeks, it further solidifies our position as the fashion destination in Canada. It lays the groundwork for our expansion in 2016 with Simons and Holt Renfrew.”

Kerry Pieri Up Next on the Takeover

Fashion Week isn’t about one singular moment, it’s about a collective experience and that’s what makes the SquareOne social media campaign so unique. Be sure to follow #SQ1takeover to be in on all the fashion action! Follow along on Instagram @shopSQUAREONE.






Sydney Mintle

Sydney Mintle

Known for having her finger on the pulse of all things fashion, Sydney Mintle is a Seattle-based fashion marketing specialist with industry experience in retail, apparel manufacturing, marketing, social media, and event production. At a very young age she set her sights on the fashion industry and never looked back. She began her career working on the sales floor of a local boutique and eventually made her way up to the fashion office. Sydney deeply understands the inner-workings of the fashion industry and enjoys working with clients to find creative solutions to specific needs. Follow Sydney on Twitter @GossipGlamour.