The Thumb-Stopping Moment

2:35 PM

You don't need me to convince you how integral Instagram is to the fashion industry. Proenza Schouler designers Jack McCollough and Lazaro Hernandez have even admitted to taking social media into account when designing their collections knowing that fashion-heads around the world would be scrolling past their lookbook photos.
The term "Thumb-Stopping Moment," coined by Eva Chen, is probably the most 2015 thing to be uttered but it is testament to how huge Instagram is. I follow almost 600 Instagram accounts and I often scroll through pages of photos of salads, skylines, Kardashians, memes, and shoes and to create the perfect Thumb-Stopping Moment is truly an art to be mastered.

(For those of you who need a quick Eva Chen refresher: she is currently the head of Fashion Partnership at Instagram but her past gigs include Editor-in-Chief of Lucky and Beauty Director at Teen Vogue. She boasts over 500k followers on Instagram).

A photo posted by Proenza Schouler (@proenzaschouler) on

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Social media is becoming the primary form of communication between a brand and its consumer, so it is no wonder that fashion brands are no longer seeing Instagram as an option, but as a necessity. Sometimes I wonder how much Instagram engagement actually correlates with increased sales (Net-A-Porter for example has exceptionally high engagement rates for a luxury fashion brand and yet they continue to suffer in sales) but one thing I do know for sure is that NOT having a social presence does harm a brand.

Now I'm signing off for the last time this year... off to my vacation where I will be producing Thumb-Stopping content of my own. Happy holidays and a happy new year, Select-ers! :)

Posted by: Jessie Chen, NY office.

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