Paul Smith Pink Wall
Photo: Getty

Unless you’ve spent the last few years holed up under an Instagram-less rock, chances are you’ve seen countless bloggers, influencers and tourists posing in front of Paul Smith’s giant pink wall in Los Angeles.

Related Article: Paul Smith Spring/ Summer 2017 

The Melrose Avenue storefront has become a landmark in its own right, attracting #content lovers from across the globe as the perfect pink Instagram backdrop.

But after remaining the same solid pink hue since 2005, the famous wall just got a brand new look—and for a good reason. In honor of LGBTQ Pride Month, Paul Smith teamed up with Instagram to paint a rainbow mural replacing the iconic pink wall. The new street art installation packs just as much bold color as the original (and yes, it of course includes a bright pink stripe too) .

Coinciding with LA’s Pride Festival (June 5-11), the new rainbow wall will be up through June 15th and encourages Instagrammers to join the #kindcomments movement by leaving supportive comments on posts.

Now this is some Instagram #content you don’t have to feel embarrassed about staging.

Related Article:London Fashion Week: 10 Best Looks From Paul Smith Spring 2017

From: Harper’s BAZAAR US