'Vogue' Stages Instagram Fashion Shoot in NYC to Promote Met Gala

Why even keep publishing a monthly magazine when you can just shoot a bunch of models wearing gowns around Manhattan and unveil the photos on Instagram the same day?
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Dhani Mau
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Why even keep publishing a monthly magazine when you can just shoot a bunch of models wearing gowns around Manhattan and unveil the photos on Instagram the same day?
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While we were Instagramming cherry blossoms at the Brooklyn Botanical Garden along with every other New Yorker this past weekend, Vogue was Instagramming  models Hanne Gaby Odiele, Grace Mahary, Tilda Lindstam, Alana Zimmer and Xiao Wen Ju all over Manhattan. Oh, and each lady was wearing a gorgeous runway gown – Charles James-esque frocks by Dior, Prabal Gurung, Giles and Monique Lhuillier were among them.

And no, that's not just what models do for fun on the weekend. The increasingly social media-savvy fashion bible tapped the aforementioned models and photographer Cass Bird for an "impromptu fashion shoot," which sounds like it was mainly a ploy to promote tonight's Met Gala and the Anna Wintour Costume Center's "Charles James: Beyond Fashion" exhibit, which opens to the public this Thursday. While Vogue featured the Cass Bird-lensed shots both on its own Instagram account and on Vogue.com, the magazine also presumably hoped the shoot would provide social media fodder for onlookers. Thus, it also featured an online roundup of the best Instagrams caught by others. Looks like brands aren't the only ones getting in on user-generated content.

Plus, this was only Vogue's most recent Met Gala promotional Instagram shoot. Last week, it featured miniature paper versions of iconic Met Gala dresses of years past, modeled and created by four-year-old Mayhem, who has found Instagram fame by frequently showcasing paper versions of red carpet looks on her mother's account. (The glossy also used Instagram to get in on the Kendall Jenner frenzy during this past fashion month.)

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Which Instagram shoot was your favorite? Head to Vogue.com for more.