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LA's Insta-famous pink wall has been transformed for a very special cause

Paul Smith and Instagram have given the famous #pinkwall a makeover for LA Pride

Chloe Best

Paul Smith's Los Angeles store has become an Instagram sensation in recent years thanks to its bubblegum pink hue that has served as the backdrop for fashion bloggers' outfit posts and celebrity selfies alike, with Karlie Kloss among the stars who have posed in front of the famous backdrop. Now the famous #pinkwall, which has been tagged over 50,000 times on Instagram, has been transformed in honour of L.A Pride.

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Instagram and Paul Smith have collaborated to cover the store's west-facing façade in a rainbow design, which incorporates pink stripes as a nod to the brand's covetable 'Melrose pink' hue. The wall was unveiled to the public on Wednesday and features the hashtag #kindcomments, which Instagram's Chief Operating Officer Marne Levine says is meant to encourage "kindness and compassion".

Paul Smith's pink wall has been transformed into a rainbow mural for LA Pride

Revealing the design on social media, a photo shared on the designer's Instagram profile showed a rainbow coloured ice cream held up in front of the building with the caption: "We've teamed up with @Instagram to turn our famous #PaulSmithLA pink wall into a rainbow to celebrate Los Angeles Pride and LGBTQ Pride Month."

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The #kindcomments hashtag is also quickly filling up with posts showing the eye-catching design, with many saying how "uplifting" the idea was. US actress Victoria Justice was among those at the launch and shared her own photos with her 12.8 million Instagram followers, explaining: "The most @instagram'd wall in the world got a new look today in celebration of pride month & my sister @themadgrace & I were so happy to be there to support the #LGBTQ community!"

The mural will stay up until 15 June

The store's makeover is not permanent; Paul Smith's iconic pink façade will return after 15 June. "Make the most of it while it's there!" Paul Smith told Hollywood Reporter. However rainbow-coloured décor could soon be in a town near you as Instagram plans to install rainbow murals in other cities in the coming months including Cleveland, Madrid and London. Watch this space!

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