Minkoff, a relatively young designer best known for her line of handbags, is asking fans to tag photos of their favorite pieces on Instagram with "#RebeccaMinkoff" between now and October 1 to be considered for inclusion in the campaign.
The final ad, which will include professional shots from the designer's accessories and Resort 2012 ready-to-wear collections, will run in the debut issue of Style.com Magazine.
Uri Minkoff, CEO of Rebecca Minkoff, says that the brand chose to use Instagram in part because of its editing and filtering capabilities, which render photos a distinctive -- and arguably more polished -- look. He adds that using Instagram also provides a way for the company to reward and involve the fans that have brought them this far.
"We've succeed because of our fan base, so it made sense to make this first print campaign about our customers," he explains. "Our girls are the reason we're here and we thought this would be a great way to let them share their impressions of the brand."