Swedish singer Zara Larsson is to become the new face of Italian sports apparel company Ellesse during a novel shoppable concert livestreamed via TikTok.
The fusion of mediums will see the sportswear brand mix the best of digital and physical worlds to promote its exclusive autumn/winter 2021 collection, with Larsson modeling the garments live on stage.
Scheduled to break on the video-sharing service on October 1, the shoppable content gig will give viewers the chance to browse the collection at their leisure and make purchases directly with the encouragement of the Swedish superstar, who boasts 6.1bn global streams to her name.
The seasonal stream will follow a warm-up launch on September 15, when the product line makes its debut on the Ellesse website under the #Behold tag before Larsson headlines the main event later this autumn.
In a statement, Ellesse wrote: “In celebration of Zara’s latest album, Poster Girl, the creative direction for the live shoppable gig will be combined with Zara’s vision against a backdrop of warping virtual terrains. All digital backdrops will complement each of her songs seamlessly to deliver a truly immersive digital experience for viewers.”
This will lead into the spring/summer of 2022, when Ellesse will return with a collection of lighter wear co-designed by Larsson herself.