Instagram is taking over Dover Street Market’s new 3537 space for a week of workshops and networking events during Paris Men’s Fashion Week.

At the event, called “Instagram IRL,” the social media platform plans to bring together content creators and fashion industry insiders to talk about best practices in storytelling and how to use the network to build their careers.

The social media platform teamed up with one of its breakout stars, Jean Jacques Ndjoli, as artistic director of the “ephemeral incubator” set to run from Jan. 18 to Jan. 23.

The move by Instagram to engage stakeholders with a flashy Paris Fashion Week event comes as challenger TikTok’s influence in fashion continues to rise.

While previous seminars hosted by Instagram were more technical, aimed at teaching creators how to best use the application’s functionalities, the January workshop will be more inspirational in tone, with discussions about finding your creative voice and showcasing success stories like Ndjoli, according to Clara Cornet, Instagram’s head of fashion strategic partnerships in Southern Europe.

”This time we want to focus on exemplarity,” Cornet said. “It’s about showing that Instagram is a place for building sustainable businesses, where you can bring your career to the next level.”

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Dover Street Market Aims to Reinvent Retail (Again)

Comme des Garçons’ chain of luxury bazaars reimagined multi-brand retail. Now, CEO Adrian Joffe is aiming to do it again with radical events platform 3537.