The 'It's Rutting Season' campaign kicked off on Saturday to encourage shoppers in the UK to try on Ted Baker's latest collection and pose with deer masks, to mark the time of year when stags in the wild display their dominance.
The photos will be taken by fashion bloggers using the Instagram photography iPhone app and uploaded to the Ted Baker Facebook page.
Those featured in the photos can tag themselves. The image with the most likes will receive £500 worth of Ted Baker vouchers.
The campaign, which runs in cities across the UK until 22 October on Ted Baker store on London's Regent Street, was created by Guided Collective.
Last month (26 September) Ted Baker announced it would be launching a "click and collect" service, as part of its plans to expand its multi-channel offering.