The Insta-famous are stripping down to their underwear as part of a new trend in influencer videos.
It sounds bizarre, but the videos are a runaway hit on IGTV, Instagram’s video vertical, and they see influencers start in their smalls, then get dressed as part of a time lapse.
Many of the clips feature a range of looks, with the women styling outfits with different accessories or for different occasions.
Aussie influencer Pia Muehlenbeck recently filmed a Coachella themed one where she tried out two, festival-inspired outfits in association with fashion website Revolve.
In fact, it’s a great marketing tool for brands who have jumped on the bandwagon in a big way.
Meanwhile, other influencers have been using the hashtag #tryonhaul to showcase their latest purchases.
Long-form content posted on IGTV is also prioritised on Instagram’s explore page where it gets a larger reach, helping brands and influencers access new audiences.