The U.S. fashion brand is one of the first to use social filter overlays in a bid to capture the attention of the ever-influential millennial

Snapchat's introduction to the Geofilter feature got everyone in a frenzy last year and now brands are catching on to the idea, using the fun detail to further reach out to young people. Following on the heels of McDonald’s is Lilly Pulitzer, the fashion brand that's renowned for its colorful patterns that cover women's clothing, beachwear and resort wear.

Essentially, Geofilters, as Snapchat puts it, are, “a fun way to share where you are through filter overlays. They are specific to neighborhoods and special locations. While the unique designs of Geofilters will change place-to-place, you can find them in a few big cities around the world to start.”

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