Givenchy’s creative director Clare Waight Keller gave fans the chance to sit side by side with industry insiders and influencers and watch the Givenchy SS19 show.

As? Well, a post on the official Givenchy account on Instagram described the nature of the competition. “Win your ticket: find 4G tickets for the chance to win a ticket for the # GivenchySS19 show and be present on our official account.”

First, the fans had to find one of the 5000 hidden stickers between London and Paris – walls, street lamps, street signs – then take a picture and post it on their Insta feed. Once tagged #GivenchyFamily, the brand will choose three winners to watch the show and see their photo on the official feed.

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BE FEATURED: Find the 4G sticker for a chance to win a ticket to the #GivenchySS19 show and be posted on our official account. — 1. Find the 4G stickers in London or Paris 2. Take a photo and post it on your Instagram feed 3. Tag #GivenchyFamily — We will choose 3 winning photos. The winners will be invited to our show on September 30th in Paris and their photos will be posted on our Instagram account. Competition ends on 25.09.18 at 23.59 CET. The Contest is not sponsored or associated with Instagram. Terms and conditions at bit.ly/Givenchy_4G _____________________________________________________________ PHOTO POSTÉE: Trouvez les stickers 4G pour avoir une chance de gagner votre entrée au défilé #GivenchySS19 et voir votre photo publiée sur notre compte Instagram. — 1. Trouvez les stickers 4G à Londres ou Paris 2. Prenez en photo le sticker et postez la sur votre feed Instagram 3. Taguez #GivenchyFamily — Nous sélectionnerons trois photos gagnantes. Les gagnants seront invités à notre prochain défilé le 30 Septembre à Paris et leurs photos seront publiées sur notre compte Instagram. La compétition se terminera le 25/09/18 à 23h59 CET. Le concours n'est ni sponsorisé ni associé à Instagram. Règlement: bit.ly/Givenchy_4G

A post shared by GIVENCHY (@givenchyofficial) on Sep 20, 2018 at 11:04am PDT

What does this mean for the brand, though? Waight Keller, who previously held the role of Chloé, but took over the role of Givenchy after Ricard Tisci left after 12 years for Burberry, is an expert fashion designer of the Paris Fashion Week, but recently conquered a wider audience thanks to the royal wedding between Harry and Meghan
Drawing Meghan Markle’s outfit, he introduced both Waight Keller and Givenchy to a younger audience, which perhaps this Insta-led competition is trying to mirror. With brands such as Off-White, Supreme and Balenciaga that govern the internet and the fashion industry, perhaps this is a transition from the prestigious house to the contemporary brand.