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W Magazine Partners With Hipstamatic

Starting today, the lens inspired by the publication can be used in the iPhone camera app for free for the next six weeks.

PHOTO FINISH: The Sartorialist’s Scott Schuman has W magazine to thank for even more competition for those creative street-style shots. In June, the title launched a street-style photo network and, now, W has partnered with iPhone camera app Hipstamatic. Starting today, the W magazine inspired lens can be used in the app for free for the next six weeks.

The lens on Hipstamatic will also be used as part of a new W photo contest. Each week, the best images will be posted on W’s Facebook page. The winners of the contest will be featured on wmag.com and at a month-long W-curated exhibition alongside photos taken by editors and contributors at the magazine. Wonder what the famous photographers the title uses will think of competition from so-called amateurs?