Fashion is all about expressing yourself. So what if you could use expression to create fashion? In a special online flash event, Edgars, South Africa’s largest fashion retailer, gave us the chance to create the world’s first online fashion show using the international language of self-expression: emoji.
Users sent us unique combinations of emoji, inspiring a team of stylists to create outfits using Edgars’ summer range. This happened at a fast-paced half-hour fashion show which users could tune in to on Periscope and curate live from their phones or desktops.
The result was a unique opportunity for users to interact with the fashion world, and a ton of engagement for Edgars.
As a result, the 30-minute show generated 8.76 million Twitter impressions and our hashtag trended on Twitter.