By clicking on any image of the dresses, users will be taken to a hidden category on the brand’s website where each dress can be preordered prior to the public launch at the end of October. With limited quantities of each of these styles, pre-ordering will be essential for fans to ensure they get their desired dress.

With its highly visual display, many of the internet’s most fashionable tastemakers are actively using Pinterest – over 200,000 of which currently follow Free People. By revealing product on the social platform, Free People is giving fans a new reason to follow them.

“Pinterest has quickly become a top source of traffic to our eCommerce site, and these visitors are highly engaged,” says Jed Paulson, Free People’s Director of Ecommerce & Marketing. “After Facebook, customers are shopping through Pinterest more than any other social platform, and with this opportunity, we are excited to exclusively release this capsule as a special reward for some of our most engaged customers.“

Throughout the season, the Limited Edition holiday dress collection will grow to feature additional styles which feature unique detailing such as leather and stud trim, intricate Victorian lace, and elegant appliqués.

Free People