Why this works:
the 'new color unlocked?' text and the caption's 'who's ready for another color? august?' turn a quick lookbook into a question for the followers, so the comments become a vote on the next drop. the edit is simple: a flat lay of the washed black shorts with the big cracked BULLY lettering, then the same pair on a few different people against a plain white studio wall, so you see the fit and how they style. good takeaway: tease the next colorway with a question.
