Instagram’s latest addition – Instagram shop – has propelled up and coming and underground artists to a new spotlight. Now, instead of producing and marketing their clothes, small brands can use their Instagram page to market, allowing consumers to directly buy merchandise from the Instagram page. This takes out a lot of the middle ground that makes it difficult for new brands to reach out to consumers, and this change definitely incentivizes young brands to follow through with their goals – something so important in an age like ours, where fashion and art are so interconnected.
