Ted Baker’s Cabinet of Curiosities on Instagram

Ted Baker’s approach to Instagram has always been more editorial than commercial. The Cabinet of Curiosities campaign took that further — treating the Instagram grid as a curated collection rather than a product feed.

The Concept

Each post was part of a larger visual narrative. Viewed individually, they were beautiful product images. Viewed as a grid, they formed a cohesive visual story — a cabinet of curiosities where fashion, lifestyle, and whimsy intersected.

Curation Over Volume

While competitors posted daily, Ted Baker posted deliberately. Every image was art-directed to fit both as a standalone piece and as part of the grid composition. This restraint set them apart in a platform dominated by quantity over quality.

Engagement

The curated approach generated higher engagement rates per post than the brand’s previous, more frequent posting strategy. Followers actively anticipated new posts, knowing each would be worth their attention.

Related Case Studies

For more on Ted Baker’s digital work, see our breakdown of Ted Baker’s digital transformation and the story behind #TedSelfie on Instagram. We also covered Mission Impeccable, one of the brand’s most ambitious digital campaigns.