SELFIE STRATEGY: Aritzia is getting a new face for fall — more than 150, actually. For its fall advertising push, the Canadian retailer has enlisted almost 200 women to pose for its social-media based campaign, titled #FallForUs. The subjects include actresses, artists, musicians, influencers, stylists and editors, photographed wearing what they’ve “fallen for” within Aritizia’s fall offerings.

Among the participants are actresses Jamie Chung, Anna Camp, Samira Wiley, Portia Doubleday, Jess Weixler and Rachel Brosnahan; musicians Tinashe, Estelle, Soko and Frankie Rose, and blogger Leandra Medine. The campaign, which goes live today, will launch across social media channels, such as Instagram and Twitter, as well as on and the brand’s online magazine, “The Magazine.” Fans of the brand are encouraged to send in their own images featuring the fall collection through the hashtag #FallForUs.

This story first appeared in the August 13, 2014 issue of WWD. Subscribe Today.

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