Image pinning site Pinterest is the new darling in the social media world, and that means brands are trying to figure out how to use it to maximize exposure and ultimately, sales. While many brands already have their own boards on Pinterest, we just got word about a brand tagging (read: paying) a so-called “power pinner” to create boards for them.

Calypso St. Barth, purveyor of luxe beachwear, just announced a partnership with Christine Martinez (aka “Chrisem”), who has almost 1 million followers, making her the fourth most popular pinner on the site, according to Mashable. Calypso is claiming it’s the first-ever collab of this kind with a Pinterest user, and Mashable concurs.

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