Instagram brought ‘Cheer’ stars GabiButlerCheer and Lexi_Brumback to NYFW, but enforced an embargo on content.
“Cheer” stars Gabi Butler and Lexi Brumback made their New York Fashion Week debut at the Brandon Maxwell show on Saturday night, thanks to Instagram.
But reporters who spotted the instantly recognizable Butler and Brumback, clad in their signature black-and-red sparkly uniforms — “couture” creations by Rebel Athletic — were told by Instagram that they’d have to adhere to certain conditions if they wanted to conduct an interview. The reason for this, an Instagram employee said, is that “Instagram brought them [Butler and Brumback]” to the show and the platform wanted to be the first to share content.
It was not immediately clear what sort of arrangement Instagram and Maxwell had regarding the “Cheer” stars — or whose idea it was to involve the Corsicana, Texas-based cheerleaders in Texas-native Maxwell’s show. But the social platform did seem to have control — or, as much control as it could have given the show was heavily documented on social media by editors and influencers in attendance — over access to Butler and Brumback.
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