There truly is no end to the ways that Instagram is being used by brands today, as an additional marketing tool that gets the word out to their customers in an creative and innovative way.

In Sao Paulo, the owners of a vintage fashion store, B. Luxo, have come up with yet another ingenious way of using the photo-sharing app to let their online followers discover the latest products available in their store.

Paula Reboredo and Gil França used Instagram to shoot a mini fashion editorial, the main difference being that the pictures were shared with the audience instantaneously.

Twitter has often been the medium of choice to live-tweet events, and brands like Burberry have also thrown Instgram into the mix when it debuted its 2012 collection directly on Twitter. However, the Sao Paulo couple have taken the concept one small step further.

They started out using Instagram simply to share shots of their products.Their most recent approach however has been to shoot models wearing their outfits, or in other words, they used Instagram as a tool to create a fashion editorial, something that is usually reserved only for hefty DSLR cameras.

Bluxo1 This vintage fashion store is using Instagram to shoot its collections in real time

The photos, shot on an iPhone 4 by França in the Brazil-based store, are put through Instagram’s filters, and shared instantaneously through the app. B. Luxo’s clothes together with Instagram are a match made in heaven. The vintage style of clothing goes perfectly hand-in-hand with the retro filters which the app has to offer.

This is yet another example of how Apple’s iPhone, and its available apps, have redefined photography.

Check out B. Luxo on Instagram here.