Fashion label Free People owned by Urban Outfitters, has begun integrating consumers’ Instagram photos onto its product pages.

The company has assigned individual product hashtags to a selection of denim items. Customers are encouraged to upload pictures of themselves in those select items to Twitter or Instagram with the product hashtag — for the Ditsy Floral Ankle Crop above, the hashtag is #fpditsyfloral — as well as the general #myfpdenim hashtag. Pending moderator approval, customers’ photos will appear on individual product pages as well as Free People’s denim showcase.

To remind customers to upload photos of themselves, Free People will ship cards with the hashtag information attached to qualifying products.

Looking forward to continued Instagram and user submitted photo integration to showcase looks and inspiration for product pages.