Instagram announced the launch of @shop, a new account described as a “celebration of small businesses and the creators behind them.”
“The content on this account is inspired by our community of shoppers — you. @shop is a real-time reflection of our community’s interests across top-shopping categories like fashion, beauty, home decor and more,” the company wrote in a press release.
The account will feature the latest trends, as well as up-and-coming brands such as Feel jeans, products like Glossier Play Colorslide, and founders like KJ Miller and Amanda Johnson of Mented Cosmetics.
This is just the latest enhancement for the social media site. Last month Instagram CEO Adam Mosseri revealed three new features: an improved camera interface, donation stickers and curated product collections.
“People come to Instagram to be with their close friends. They stay to be inspired by art, fashion, sports, and entertainment — as well as the people behind those crafts,” Instagram wrote in a blog post. “Enabling expression and fostering those connections are at the heart of Instagram, and today we’re announcing new ways to strengthen those connections with the people and things you love.”
Checkout, a new tool Instagram initiated earlier this year that lets merchants sell directly to users, is getting a tagging tool that will let users search for looks or items from specific creators, including Kim Kardashian and Kylie Jenner, and brands like Vogue, Hypebeast and GQ. And new stickers in stories will also make it easier for people to donate to charities, allowing users to choose a sticker for a group like Black Girls Code, Boys & Girls Clubs of America or GLAAD.
The third new enhancement is focused on the camera interface, which will have a “fresh look” with a new semicircle mode switcher that will let users share stories with Quizzes, GIFs and other content.
“This new camera will make it simpler to use popular creative tools like effects and interactive stickers, so you can express … what [you’re] doing, thinking, or feeling more freely,” Instagram wrote in a blog post, “especially for those moments in-between when there isn’t photo or video to share.”