Esquire has joined forces with Instagram on a collaboration ushered by Eva Chen, who heads up fashion partnerships at the tech company.

The deal includes the release of photos this week from Pitti Uomo, and later this month, from the Sundance Film Festival.

Esquire fashion director Nick Sullivan and Jonathan Evans at Esquire.com have been scouting street style subjects outside of the men’s shows for photographer Reed Young to capture and post to the magazine’s Instagram account and Web site. According to Hearst, Esquire is the only men’s media brand that Instagram will be working with at the two events.

“It’s always so inspiring to see the innovative ways that fashion and media properties use Instagram,” offered Chen. “The team at Esquire has been upping the men’s style stakes with their Pitti hashtag #TheNewStyle. We love how inclusive the idea is — that community members from Florence to Florida can share their fashion perspectives on Instagram and be a part of a larger style conversation.”

Although there’s no direct monetized or Web traffic benefit, the partnership helps Esquire.com appeal to a broader audience. Later this month, the Hearst-owned magazine will work with Victoria Will, who will take “moving” portraits of celebrity attendees of the Sundance Film Festival.

“Instagram is the ideal platform for helping us capture the best new and effortless men’s streetwear style and for continuing Victoria Will’s remarkable celebrity portrait series at Sundance,” said Michael Mraz, director of content for Hearst Digital Media’s men’s group.

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