The genius start up that made the explosive hashtag #MyCalvins shoppable has raised the $15 million in funding it need to properly build its platform. The company, Olapic, allows brands to capitalise on the largely untapped potential of user generated content, inspiring everyday people to create free advertising, all readily searchable via one hashtag. 

The company works directly with brands to utilise the power of user generated content on sites such as Instagram, gathering posts and repurposing them to fit brand's needs. The content can be put towards e-commerce, advertising, e-mail marketing or even in-store imagery. 

In addition to Calvin Klein, Olapic's other fashion clients include Cole Haan, Wildfox, Topshop, Steve Madden and Christian Louboutin. Will this model work long term? Will Instagram users shy away from using hashtags if their photos are to be used for free advertising? Tell us what you think...