Matthew Williamsons digital takeover continues apace.
On 1 April no joke the designer will be joining Instagram for the first time, but in a special run-up to launch hes teamed up with Net-a-Porter for a social media campaign dubbed #MatthewMapped.
Such is the life of an international fashion superstar, theres a lot of long haul involved in the day job and #MatthewMapped will create a visual story of Matthews travel favourites via Net-a-Porters social platforms.
Each photo will be tagged by location, producing a unique Matthew Map by the end of the campaign all the better to send him off into the brave new world of Instagram under his own steam.
Explains Matthew: Net-a-porter.com is such a fantastic global business I'm proud to once again be collaborating with them. I'm really excited to launch my own personal Instagram account on Monday 1st April and it's great to begin the journey on @NETAPORTER with #MatthewMapped.
This personal element to the Instagram account is key; it will belong to Matthew himself, rather than Matthew Williamson the brand.
Matthew spoke to ELLEs editor-in-chief Lorraine Candy yesterday, as part of the Ad Week Symposium in London, about the digital future of his business and the need to exercise caution while fully embracing the online world.
Theres a lot of noise, online and on Twitter, he said. 'It's important that the 'noise' we create has integrity and flair.'
If the sneak peek of his adventures on Instagram above is anything to go by, his arrival will have been worth the wait.