How luxury brands are taking to social media

Low Lai Chow

Christian Barker,'s editor-in-chief and CEO, was recently at the Milan Fashion Week when his photographer turned to him and went, "Should we give Instagram a try?"

It was an experiment that lasted all of 15 minutes, he told an event during Social Media Week Singapore.

With the popular social mobile photo-sharing app fast gaining popularity as a quick way to upload and share pictures, he found the quality of the pictures "absolutely ghastly" compared to these taken by a professional SLR camera.

"From my point of view, I'd rather wait to post it (a picture) on Facebook, Twitter or Tumblr, 24 hours, 48 hours, or even a week or a month later, than have that absolute immediacy of posting something on Instagram while I'm sitting at a fashion show… reflecting badly on the quality of the luxury goods and not being a luxury experience," he said.