Nicholas Kirkwood #NKSoleMate Instagram Initiative

SOCIAL MEDIA SOLEMATE: Nicholas Kirkwood has launched an Instagram initiative to celebrate Valentine’s Day on Feb. 14. The London-based footwear designer has created #NKSoleMate, an Instagram flow chart where users can click on images posted on the social media platform to find their Nicholas Kirkwood shoe. From a classic Casati pearl loafer to a Maya pearl platform, the shoe-centric path will match users to a style that suits their personality.

“We wanted to engage our followers and let them interact with the Nicholas Kirkwood world,” the designer told WWD. “The NKSoleMate concept is playful and irreverent and reflects the characteristics of the Kirkwood brand. Instagram has been a great platform for us to talk directly to our customers and retailers, and we want them to have fun with it.”

Nicholas Kirkwood joined Instagram in 2014 and has amassed more than 100,000 followers.

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