Fast fashion is getting faster. H&M just launched Itsapark, a platform where consumers can not only ogle outfit ideas, but ask questions about them and buy them straight off the photo.

The launch comes just after Instagram announced direct shopping capabilities for select brands, including H&M. Though the platform is still in beta form, it’s already being referred to as the to-be “Quora of fast fashion.” Is this a new stitch in the fabric of the specialty retail industry?

Itsapark users are greeted with a video of a well-dressed influencer answering a telephone call from someone complaining about a bad hair day. She then demonstrates three styling solutions using a scarf, which you can buy from H&M.

This isn’t the first time H&M has leaned into community-building. The brand is currently one of the most active on Instagram, where it treats its almost 30 million followers to colorful content complete with product details down to the ID number. This makes sense, as fast fashion is the focal point of Instagram activity for retailers tracked in Gartner L2’s Digital IQ Index: Specialty Retail.

Still, the fact that Itsapark includes products from other retailers indicates that it’s more than just a way for H&M to get an edge over competitors. If the fast fashion brand plays its cards right, it might have launched the new Instagram.

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