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LONDON — Sophia Webster’s Instagram account has the same Technicolor, tongue-in-cheek spirit as her shoe designs, with a feed filled with vivid sketches of shoes and snaps of everything from candy-colored cakes to celebrities wearing her creations, all with emoji-laden captions. And the London-based designer’s account has struck a chord, with Webster having grown the number of her Instagram followers to 213,000 — a rise of more than 50 percent in the past six months. 


To celebrate the 200,000-follower milestone, she has set a competition for one follower to win a year’s supply — or 12 pairs — of her shoes. To win, Webster’s Instagram followers have been invited to sign up for her online newsletter to be sent details of how to enter, with a deadline of Feb. 19.


Webster noted that social and digital media has been “integral” to her brand’s growth. She said that more than 49,000 images on Instagram have been hashtagged with #SophiaWebster since 2013 — a number of which are displayed on the brand’s e-commerce site — and that styles posted on the channel are driving customers to shop. 


When Webster posted the news that her Butterfly Wing sandal – a style that has since evolved into the Angel Wing design — had come back into stock on her Web site, she said the label sold “200 pairs in 24 hours.”

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