Atome launches Own Your Expression campaign, pop-up store at Suntec City open till Jul 3
The pop-up store will feature brands such as Shein, Playdress and Zalora.
Atome — a buy now pay later brand in Asia — held its inaugural fashion show at Suntec City West Atrium last Saturday (Jun 25) as part of its Own Your Expression campaign.
The campaign encourages the younger generation to come up with their own looks and challenge conventional fashion and beauty norms, said Atome.
The event drew a crowd of more than 500, making it the largest in-person fashion show to be held in Singapore for over two years.
A total of 80 looks were sent down a physical and virtual runway, featuring Atome’s fashion and beauty merchant partners with brands such as Zalora, Aldo and Lacoste making an appearance.
The show was live-streamed on Instagram, TikTok and Facebook, with more than 170,000 people tuning in to watch.
Atome has also set up an experiential pop-up store at Suntec City with an eclectic line-up from fashion and beauty brands such as Playdress and Shein.
The pop-up up will last till Jul 3.
Earlier in May, Atome kicked off the Own Your Expression campaign by releasing a video featuring K-pop boy band ASTRO that had become its global brand ambassador.
The video depicted the six members switching into a variety of bold colours and patterned prints and promoted the idea of genderless fashion and self-expression through clothes.
Viewers were then invited to film themselves decked out in unique apparel doing a catwalk using Atome’s filter before uploading the videos to Instagram and TikTok with the hashtag #OwnYourExpression.
The challenge ran for two weeks with up to 30 winners selected across the region. The winners were given the opportunity to walk the runway alongside professional models and influencers last Saturday.