A new shopping app called Spring hit the market loudly this week.  Massive press coverage began right as the new app from Jello Labs appeared in the iTunes app store, with an impressive roster of sign-on partners including Alice + Olivia, Opening Ceremony, Warby Parker, Oscar de  la Renta, Levi’s and Nicole Miller.

The app lets users follow brands and designers, enabling a Instagram feed-like shopping experience from which customers can “like” products or check out right in the app without adding to a cart or going to another retailer’s site.  A more discovery-based experience is also enabled by browsing categories or shops not already followed.

From a user and design perspective the app is smooth…and for some maybe too smooth. Purchasing a $900 jacket becomes super easy, with a quick checkout process that includes an image-recognition credit card payment upload.

My take:  This app is definitely worth the download, even if just to get informed on all the buzz.  The app lives up to the hype of providing a new and innovative shopping experience, specifically in the luxury and designer market.  The fact that this new ecommerce experience started as app yet still maintains its high visual aesthetic really nails the market opportunity of mobile and ecommerce. It will be exciting to watch the app evolve, and perhaps to count the days for a curated brick-and-mortar experience complement to the business.

Check out some headlines from around the web:

Spring, Not Instagram, Unveils an Instagram with a Buy Button (Recode)

New Shopping App Spring Makes it Scary Easy to Buy Things with One Swipe (Business Insider)

Quick Purchases, Sleek Brands, No Social: How New App Spring Looks to Crack Mobile Shopping (Forbes)

This Shopping App Finally Makes the Mall Obsolete (Wired)