The e-commerce company will send recommendations to anyone who posts on Instagram with the hashtag #NextOOTD.

E-commerce company Zappos has launched a pilot project that targets the massive #OOTD or “outfit of the day” community on Instagram.

There are around 23 million images or selfies that are tagged by users as their #OOTD on Instagram, according to Zappos Labs Director Will Young, who spoke about the project at the SXSW conference. Zappos Labs is the company’s innovation arm responsible for dreaming up new ways for their customers to shop and connect with the brand online.

The pilot project is called Next OOTD and it encourages Instagrammers to use the hashtag #NextOOTD when they post their selfies. If they do, Zappos will send them a personalized shopping recommendation based on their images.

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