Young people are sharing their stylish ‘fits on Instagram in hopes of attracting views from one of the app’s most popular style pages.

Young people are sharing their stylish ‘fits on Instagram in hopes of attracting views from one of the app’s most popular style pages. The @Outfitgrid Instagram page—currently boasting 778K followers, a few of which are icons like John Mayer and rapper Pusha T—is home to a growing community of style enthusiasts gamifying how they share their OOTDs (outfit of the day). Dennis Todisco created the account back in 2012 after posting a still life image of a Supreme hoodie, a pair of red-and-black Jordans, and a set of sweatpants ornately arranged on his wood floor, and since then the account has exploded into a community where followers (75% of which are males ages 18-24-years-old) submit their own #outfitgrid pics of anything from streetwear to trendy business wear. Every night, Todisco picks a “winner” from the hundreds of entries submitted via the hashtag and the account’s tags, and the chosen pic wins nothing more than internet clout and bragging rights for the day. A global community has evolved from commenters and users vying for the attention of the style page, and one Instagram user notes how he’s become somewhat style obsessed since stumbling upon the account—he’s even traveled to Melbourne, Tokyo, and New York to visit fellow posters he has met in the comment section of @Outfitgrid. YPulse’s Clicking on Community trend research shows that online communities are a big part of young people’s identity, and 34% are part of an online group focused on a shared hobby. Todisco notes that he’s currently working on a book that will compile Outfitgrid winners through the years, and says he’s worked with brands like Nike and Mr Porter for sponsored posts on his page. (WSJ)