The Drum Awards Festival - Official Deadline

-d -h -min -sec


Infiniti and Isobar Moscow launch virtual clothing collection on Instagram

By Olivia Atkins, Branded Content Writer

September 10, 2019 | 3 min read

Car brand Infiniti and digital agency, Isobar Moscow, have released a virtual limited clothes collection on Instagram.

The campaign draws attention to the brand's ethical consumption, reminding consumers about the global environmental consequences caused by overproduction.

Companies produce thousands of pieces of clothing and accessories for their merchandise, in a bid to keep people in line with new fashion trends. Individuals spend an average of €1000 per year on items they may only wear only once.

Inspired by Infiniti and its cultural agenda, the project team has released new designs for must-have items from this year. From belt bags, ugly shoes and futuristic sunglasses, they all featured the brand colors, elements and patterns of Infiniti's brand. All of the virtual accessories are represented as stickers, which can be located in the GIF section of Instagram's Stories using the #infinitifashiondrop hashtag.

While the lookbook seems unusual, it only reflects the uniqueness of the collection. The street style photoshoot was made with models in advance, with the virtual clothes added in later at post-production stage.

Anastasia Zaramenskaya, Creative group head at 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 We tried to express innovative, futuristic design through digital things, that won’t become out-of-date and will be available to users at any time.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."

As in real life, the first models were fashion bloggers who were invited to try on the virutal clothing line. The stickers are already available on Instagram, so all users can post pics of their outfit and take part in the project's accompanying contest. Users with the best looks will be awarded with special prizes from the brand.

Artem Derbenev, Infiniti's east communications manager, said: “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."


Content created with:


Isobar is dentsu’s global creative agency focusing on building a differentiated offering around Strategy and Innovation, Product and Experience, Brand Design &...

Find out more

More from Advertising

View all


Industry insights

View all
Add your own content +