Clothing store Aritzia uses the photo-sharing service to show off the happy faces modeling beloved items from their new collection

Fall collections usually highlight the comfy, cozy wear inspired by the upcoming autumnal weather and color patterns. While often there’s a team of fashion experts picking out the right clothing for each model’s complexion and features, to make sure the clothes stand out in the best light possible. It’s all about the product, but Canadian clothing retailer Aritzia understands its about the people who are wearing them.

Their new fall collection is called #FallForUs and its all about falling in love with a particular piece of clothing rather than what is going to fit or look best. Using Instagram as the platform for revealing these new styles. The twist? Each model, a real life actress, editor, comedian, and more got to choose their outfits based on what they liked the most from the new items. Featured women include Orange is the New Black star Samira Wiley, Once Upon A Time regular Jamie Chung, DJ Alix Brown, comedian Chelsea Peretti and more, each with their own distinct styles that shine through each photo. More so than just famous faces, the faces of women from all walks of life looking happy and carefree, promising wearers the same thing if they pick up these products.

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