INFINITI, a car brand and Isobar Moscow have launched a campaign with a virtual limited clothes collection on Instagram. The campaign is aimed to communicate with the brand's audience creatively and to draw attention to the idea of ethical consumption of products.
The campaign was inspired by the thousands of pieces of clothing and accessories used for brand merchandise. Consumers are spending an average of 1000 euros per year on things that they might wear only once - perhaps just for the next selfie.
Inspired by the urban style of INFINITI, and tapping into this environmental agenda, the Isobar Moscow team presented its own design for the most hyped things this year — from belt bags and famous ugly shoes to panamas and futuristic sunglasses. Brand colours, elements and patterns of the INFINITI brand are easily noticed in every item of the new virtual clothing collection. All accessories are represented in the form of stickers, which can be found in the GIF section of Stories on the hashtag #infinitifashiondrop. All items were released in a very realistic way so that users can easily add them to their photo in the desired perspective. The campaign imagery uses a street style photoshoot with some of Russia's most distinctive models, and virtual clothes were added in post-production.
Anastasia Zaramenskaya, Creative Group Head Isobar Moscow said "The concept that we implemented became a creative response to two current hot trends at once - fashion collaborations and environmental agenda. We tried to express innovative, futuristic design through digital things, that won't become out-of-date and will be available to users at any time. We are quite sure that our audience will appreciate this unique experience – to change their outfit multiple times in Instagram Stories without purchasing anything physically. In such a way digital outfit in the modern context has become a logical continuation of users’ trends such as augmented reality, Instagram masks and Snapchat"
Similar to real limited fashion drops, the first people to see and try on the virtual clothing line were popular Russian bloggers. Stickers are already available to all Instagram users where people are being encouraged to post their #ootd in Stories to take part in the contest. The authors of the best looks will be awarded special prizes from the INFINITY.
Artem Derbenev, INFINITI East Communications Manager: “We often think about different non-standard solutions, not only for our cars but also for the things that surround the consumer today. Our team is always open to interesting and ambitious ideas. When we first saw the concept, we already knew that we would soon make it real. INFINITI brand is all about design, technology and life, so it is especially interesting to create something futuristic and at the same time provide our subscribers and fans with an opportunity to express themselves through stylish digital accessories.