U.S. fashion label Diane von Furstenberg is inviting consumers to join its team of secret agents with a new social contest as part of the brand?s fall campaign.

Consumers can enter to win two tickets to the DVF spring 2016 fashion show in New York and a Secret Agent bag of their own by guessing the location of pictures posted to the brand?s Instagram account. Getting consumers involved with a mission of their own will likely spur more interest in the campaign and the brand itself.

Secret service
DVF is reaching out to consumers to spot its Secret Agent bag as it is photographed around the world. The bag can be seen in a number of images on Instagram, though its location is undetermined.

Consumers can visit the DVF Web site and submit a daily guess of the bag?s current location. The winner will be flown to New York to attend the DVF fashion show and receive a Secret Agent bag.

This contest aligns well with the brand?s latest campaign, focusing on secrets and guesswork.

The campaign highlights DVF?s creativity and versatility. The label is showing its ?sexy, mysterious, alluring? side with a fall campaign that explores the multifaceted appeal of its consumer.

?Secret Agent? casts model Karlie Kloss as a multitasking ?woman on a mission,? with the versatile handbag of the same name her consistent partner in style as she transitions from her day life to her nighttime rendezvous. Through a number of costume changes, the model helps consumers visualize the use value of the accessory (see story).