Designers continue to seek out different ways to use social media to reach a new generation of customers, including Alessandro Michele and #TFWGucci; Rebecca Minkoff (and many others), who is picking bloggers over models for campaigns; and Tommy Hilfiger’s #TommyLand. The latest hashtag-embellished campaign? #ToryStory, where Tory Burch cast Poppy Delevingne in a music video/fashion campaign directed by Giovanna Battaglia Engelbert. Poppy and pals dance (albeit, with heavy editing) to “JuJu on that Beat,” the song by Zay Hilfigerrr & Zayion McCall that went viral, while modeling pieces from the spring/summer 2017 collection. Check out the video below.