The latest Oscar de la Renta campaign came out, exclusively on Instagram.

 Oscar de la Renta is not giving Anna Wintour first preview on his fall/winter 2013 ad campaign. Renta decided instead  to debut the Norman Jean Roy-shot campaign images on Instagram on Wednesday, using the brand’s OscarPRGirl account. “We’re always reviewing our print buys,” Oscar CEO Alex Bolen told WWD. While the campaign also will run in Vogue and other mags’ September issues, if more lux labels turn to social media instead of glossies, it could spell trouble for publishers like Condé Nast. Vogue declined to comment.