For the fashion industry though, the word “close” also stood for the thousands of stores that had to shut their doors for clients and employees’ safety.
Off-White™ wanted to show its support through a digital campaign that involved the brand’s Instagram channel and its key partner stores and to do so we wanted to bring Off-White™ followers back to the streets while they were temporarily locked down.
Following the trail of the message launched by Virgil Abloh, calling to “stay apart, stand together” we’ve developed a number of Instagram stories letting the viewers to take a digital walk to their beloved boutiques’ front doors. By tapping on the screen we progress frame after frame on a path enriched by brand’s and fashion campaign’s elements, to get close and to feel close. The #supportboutiques hashtag accompanies the operation connecting the stories one with the other. The idea has been welcomed by the stores’ owners that took part in it by sharing videos expressing their perspective on the delicate moment we are living now.