Tapping into the power of Instagram has been part of the fashion playbook for the past year or so. Marc Jacobs recently cast a campaign from influencers on the site and MAC Cosmetics are searching for models amid filtered and fabulous accounts. The social media site is outstripping Twitter in users – 300 million to 284 – and Business Insider reports it is managing to engage more users now, which is what every brand on this planet wants. It makes perfect sense that a King Charles rescue puppy with 160,000 followers would land a major fashion campaign with Karen Walker.
Toast the Dog is what is known as an internet sensation and ‘grams over at @toastmeetsworld. This four-legged rescue puppy belongs to comedian Josh Ostrovsky and his wife Katie Sturino and has been racking up the likes and love hearts ever since she started posting on the site a year ago. When Toast was found in 2011, her teeth were in such bad shape they had to be removed. This procedure has led to Toast having her tongue dropping out in photos.
Karen Walker, a New Zealand-based eyewear designer, announced Toast’s new job with an Instagram post:
“This gorgeous redhead’s story is a true Cinderella one. She was discovered living in cruel circumstances, rescued, and quickly rocketed to fame thanks to her wonderful looks, charming personality and inimitable sense of humour. She’s been a big fan of #KarenWalkerEyewear for many seasons and is often seen rocking her KWs on the streets of NYC.”
Possibly our favourite campaign of Spring so far. This isn’t the first time a brand has used animals to sell goods. Yesterday’s Budweiser puppy video is the freshest example and just below for you Friday ‘Awwwww’ moment, and Mulberry teamed Cara Delevingne with a menagerie of creatures last year in one of their campaigns.
Follow Jeanne Sutton on Twitter @jeannedesutun