This digital campaign ( is for Galeries Lafayette (Beijing) Spring/Summer 2016 Digital Lookbook on Chinese Wechat social platform.

This mobile website innovatively integrates interaction and gamification into digital fashion lookbook. It has broken the traditional lookbook of boring, one-way, paper-media feeling.

The digital lookbook has presented five beautiful fashion trends (New romanticism, Modern safari, Stripes, Surf in California, Easy breezy) to young generation of GL customers in China on Wechat social media, it turns the lookbook into a fun, playful, and interactive way of communication. For the trend of Surf in California, it creates the trend presentation into an avoid flying fish game with a real male model. Customers need to click different color buttons to make the real model avoid flying fishes in the game in order to win the vouchers of GL at the end.

It has brought playful, pleasure and immersive experience into customers. Customers are able to participate in the fashion trend creation and add value into the trend by themselves.

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