Aligning with The Outnet’s “best friends’ fashion” messaging and same-day Hamptons delivery service, New York Stories sent the Cut’s fashion partnerships editor, Indya Brown, on a weekend getaway with a close friend (slash style partner) and a suitcase full of summer looks from The Outnet. Over two days in the sun, the duo explored Montauk and documented their Instagram-worthy outfits for every activity while there.
The fashion-forward photos — part street style, part travel imagery — appeared prominently in a diary-style custom article recounting the trip. The shoppable post served as a guide to what to wear when weekending well, with product from The Outnet front and center (in a still-native way). Organic Instagram posts leveraging imagery from the article blended seamlessly into the Cut’s feed, with targeted Facebook posts and Instagram Stories ads driving additional traffic to the custom content.