Actually, this is really fun — W is teaming up with Hipstamatic (the photography iPhone app that lets users select different virtual combinations of lenses, flashes, and vintage film) on a special lens-film-and-camera case set inspired by the magazine.

The W Mag FreePak is, well, free for the next six weeks, during which users are encouraged to submit their resulting photos to W‘s photo contest.  The winners’ images will appear on W online, on the mag’s Facebook page, and, best of all, in a physical exhibit, alongside regular W contributors, at the New York branch of the Ace Hotel.

For budding fashion photographers, the contest is a must-do — the ultimate winner will be commissioned to shoot an editorial to appear on wmagazine.com.  For everyone else, the invitation to take fashion-ready, beautifully gray-toned pictures should be incentive enough.  What a great way for W to inspire everyone to celebrate its September issue, no?