Fashion Brands Ring in New Year With Cliche Instagrams

Ah, New Year. The perfect time for self-reflection, empowerment and … fashion! The dawning of a new year should provide fashion companies the perfect opportunity to present original, eye-popping creative material to engage and entertain their Instagram followers.

Except when they don’t.

Check out these four fashion brands that chose generic over genius — and ended up being completely indistinguishable from each other:

Forever 21

This post by Forever 21 is a video of a black background with abstract video of a sparkler and script-y handwriting stating, ‘Happy New Year!’ with brand logo underneath. More than 60,000 people liked it out of Forever 21’s 2 million followers! Nifty, right? But wait, there’s more!

Victoria’s Secret

This post by Victoria’s Secret is also a video of a black background with an abstract video of some sort of shimmering light, with ‘Happy New Year! 2014’ and XX Victoria Secret in handwritten script, as well. It received more than 73,000 likes from Victoria Secret’s 3.5 million followers.


This post by Gucci is another video with an abstract black background with little golden dots glowing and falling and a holiday message from the brand. The big difference? No handwriting this time! The post received 15,000 likes out of more than 1 million that follow the brand.

Free People

This post by Free People isn’t a video, but it’s an image of a sparkler against a blueish-black background along with a script (shocking!) that reads, ‘Happy New Year!’ More than 43,000 followers liked the post, out of Free People’s 900,000 followers.

Though the posts received a fair amount of likes, perhaps these fashion brands should amend their Instagram strategy resolutions to include, “We will differentiate ourselves as well as we dress our customers.” Written in script, on a black background, with sparklers, naturally.

More in Marketing

Why the New York Times is forging connections with gamers as it diversifies its audience

The New York Times is not becoming a gaming company. But as it continues to diversify its editorial offerings for the digital era, the Times has embraced puzzle gamers as one of its core captive audiences, and it is taking ample advantage of its advantageous positioning in the space in 2024.

Why B2B marketers are advertising more like consumer brands to break through a crowded marketplace

Today’s marketing landscape is more fragmented than ever. Like consumer brands, business brands are looking to stand out in a crowded and competitive marketplace, making marketing tactics like streaming ads, influencers and humorous spots more appealing.

As draft puts WNBA in spotlight, the NBA is speeding up ballplayers’ transition to creators

The NBA’s star athletes are its greatest marketing asset.