Instagram wants people to start buying the clothes and accessories that their favourite celebrities (‘influencers’ included) are showing off in their posts. It’s launching a new feature called ‘Shopping from Creators’ next week, with a small group of public figures on Instagram.

“Instead of taking a screenshot or asking for product details in comments or Direct, you can simply tap to see exactly what your favourite creators are wearing and buy it on the spot,” explained its announcement.

“From public figures and artists to entrepreneurs and publishers, creators are a cornerstone of the interest community on Instagram. They give you that spark of inspiration for a new skin care routine or that perfect denim jacket. And unlike seeing a jacket on a rack, it’s easier to relate when you see how it fits and moves on someone you admire.”

The list of creators in the initial test is definitely influencer-heavy: Gigi Hadid, Kim Kardashian West and Kylie Jenner included, but media brands like Elle USA, Vogue and GQ are also involved.

For now, the feature will only work for products sold by brands involved with Instagram’s ‘checkout’ trial: Adidas, Burberry, Nike and so on.

There is clearly scope here for musicians to be part of the ‘creators’ group doing this, but it’d be a lot more interesting if some of the key music-merchandising companies could be added to the shopping partners. For now, musicians wanting to promote merch on Instagram can do that via links attached to their stories.

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