The twist and twirl, the shimmer and swirl of her tasselled skirt were captured in a slow-motion video posted on Instagram by Eva Chen as she prepared for her first Met Gala this month. The gala, which raises funds for the Metropolitan Museum of Art?s Costume Institute, is one of fashion?s highest-profile showcases and celebrity attendees wear unique creations from designers.

?Not going to lie, I chose this custom @christopherkane dress for the slow-mo twirl opportunities!? Ms Chen, who is Instagram?s fashion ambassador, wrote in the caption. The video attracted 12,000 likes from Ms Chen?s 574,000 followers within three days.
While luxury goods marketers may reminisce about the days when advertising meant only expansive, glossy photographs sprawled across double pages in fashion magazines, Instagram believes its smartphone-sized squares are better at showing off the detail involved in luxury craftsmanship. James Quarles, global head of business and brand development at Instagram, says luxury goods makers do best when they zoom in to show the customer every careful decision they have made in manufacturing the product.
?Luxury businesses are the best at managing brands of any marketer in the world. They understand the story history, the importance of the heritage, the importance of craft, but also the importance of being relevant, and modernity as part of their proposition,? he says.
Luxury businesses can show each element of the process using different tools such as stills,...