Fashion e-commerce brand Zalora has joined forces with Adidas, Calvin Klein, Nars, Skin and Vans for the launch of Zalora Fashion Festival (ZFF) in Singapore.
Zalora also partnered with TikTok to raise the festival's social game with a hashtag challenge #Zstylenow.
The festival connected offline and online by enabling guests to shop products on display through the Samsung Bixby Image Search using the Samsung new Note 10 and Note 10+, powered by Singtel.
Themed rooms were set up by Samsung around the festival ground and Zalora also brought the street indoors in its installation for Adidas.
To promote Vans, the Samsung Flip, an interactive whiteboard, was also placed in the installation for guest to draw on it and put their mark on a digital blackboard simulating graffiti culture on a street-themed room.
The Drum earlier spoke with Alyce Menzel, head of social at Zalora who told us that the Fashion Festival felt like the perfect time to launch its presence on TikTok.
The online retailer believes it can grow its audience with TikTok and wants to explore, test and learn.