Atome Creates World’s Longest Virtual Runway

In search of Asia’s authentic fashion & beauty looks
By: agnes
June 17, 2022

In its latest regional promotion, Atome, Asia’s largest purchase now pay later business, invites regular people, especially Gen Z and Millennials, to submit their fashion and beauty expressions via social media platforms such as Instagram and TikTok. The “Own Your Expression” campaign, which is being rolled out across seven markets in Asia, including Singapore, Malaysia, Hong Kong, Thailand, Indonesia, Taiwan, and the Philippines, will look into how Asia’s younger generation creates and styles their own looks while challenging conventional fashion and beauty norms.

Express Yourself

Because Atome believes that everyone should be able to pursue their dreams, the groundbreaking campaign will inspire common people to flaunt the style that defines them, rather than the look that society dictates. Out-of-home commercials and an interactive series of online, social, and on-ground activities will accompany the month-long campaign in June, encouraging Asian consumers to create, style, and express themselves via fashion and beauty.

The “Own Your Expression” user-generated content (UGC) social challenge, led by Atome’s global ambassador, K-pop supergroup ASTRO, began on June 4 and will last two weeks. Atome users from across the region will be invited to record themselves doing a short catwalk in their own unique style, make-up, and dress, and upload short videos to their own Instagram or TikTok accounts using Atome’s “Own Your Expression” filter. Up to 30 winners will be chosen from each market based on the originality and ingenuity of their outfits. During this phase of the campaign, over 1 million looks and 1,200 kilometres of “runway” are projected.

What’s In It For YOU

At the conclusion of the challenge, a Look-a-Zine, a hybrid lookbook/magazine, will be curated to feature a collage of submissions showcasing the most unique and original fashion and beauty styles, thereby becoming a publication that showcases how everyday Asians see themselves, rather than traditional lookbooks styled by professionals.

A Malaysian winner will also be asked to participate in the runway fashion show on June 25 at Suntec City West Atrium in Singapore, which will be live broadcast across Asia. During this time, a 4,500 square foot experiential pop-up store will be held at the same site, including fashion and beauty brands such as Zalora, ALDO, and SHEIN.

A Little Word

“We’re excited to work with Atome on their latest campaign and provide shoppers access to their favourite fashion and lifestyle brands. ZALORA is committed to delivering the best online shopping experience in the region by providing trendy, authentic, and the most sought-after products available all in one destination, delivered to customers’ doorsteps. Our partnership with Atome enables a convenient way for shoppers to pay for their purchase, giving more people the chance to discover the joy of online shopping. We look forward to seeing more people express their individuality through fashion, and we can’t wait to see some interesting looks on them!” expresses Kannan Rajaratnam, Regional Director of Payment and Customer Operations, ZALORA.

“The definition of fashion and beauty, especially in Asia, is fast changing. Traditional norms which say what one should wear or how one should look are being challenged by today’s generation of young consumers, who are expressing themselves in fun, creative and original new ways in fashion and beauty. As a vibrant fashion and lifestyle brand, Atome pays homage to this demand for authenticity, originality and inclusivity by Asia’s new generation of consumers, who are taking back control of their beauty and fashion choices and aspirations, as well as their state of mind and view of the world.” said Vangie Hu, Vice President of Marketing for Atome.

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