Sydney design duo Sarah-Jane Clarke and Heidi Middleton claim their show at London Fashion Week on Friday night was the first to go live on the social networking site, with looks posted as soon as the models took to the runway.
But P. Diddy counters that he took his label to Instagram first, when he posted images from his label earlier last week.
While sass & bide posted pictures of a real show in (almost) real time, P Diddy’s were catalogue stills.
“It’s a world first, we’re going to claim it,” said Clarke before the sass & bide show.
We agree.Follow marie claire on Instagram