Paul Smith's Instagram Famous Wall Is No Longer Pink

Alert the #influencers.

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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.

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.

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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) .

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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.

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

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