The outfit of the night is a spin off from the highly popular #ootd that has been used on Instagram over and over. Brands have caught on to the #ootd by getting consumers to share their daily style inspiration with them using brand specific hashtags such as #mrpmystyle which is basically #ootd inspired posts.
#ootn is less about what you are wearing and more about where you are wearing your clothes. As most dressing up occasions at night involve some great event, party or restaurant.
The #ootn can be linked to places, events and parties which connects the consumers clothing to experiences and memories rather than just wearing a brand. This insight can inspire collaborations between clothing brands and events and entertainment based companies.
Article by Gabrielle Mixon
TrendER Insights’ Fashion Researcher, Communicator & Trend Analyst