Samsung Galaxy AR Campaign, 2021
Brief: Formless supported co-founder Linxi Zhu's design in Samsung's groundbreaking digital fashion campaign, Wear the Weekend. Collaborating closely with the Mill and Wieden+Kennedy, they developed an augmented reality fashion piece for Samsung's Galaxy camera app.
Impact: The campaign successfully reached a global audience, with an impressive reach of 2 million viewers. It generated significant buzz and showcased the fusion of fashion, music, and technology in an engaging and impactful way. The dress was prominently featured in K-Pop star BiBi's single release, 'The Weekend,' as well as in official promotional videos for the new Samsung Galaxy phone.
Quote: 'The wide-ranging collection features physics-defying fashion only possible in AR, from glitch fabric jackets to armoured dresses that everyone can wear.' - Wieden+Kennedy.
Credits: Formless Edition (formerly 'Formless')
Client: Samsung