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Atome, a buy now pay later brand has launched its first-ever fashion magazine titled, Look-a-zine, as an extension of Atome’s “Own Your Expression” campaign. Look-a-zine which Atome describes as a 26-page hybrid lookbook-cum-magazine and fashion storytelling book, features everyday fashionistas alongside styled, professional models dressed in outfits from Atome’s retail brand partners such as Charles & Keith and ALDO.
The magazine aims to showcase how Asia’s Gen Z and millennials express themselves through their unique sense of style and fashion, challenging conventional fashion and beauty norms. It also serves as a mini-lookbook of the latest fashion trends across Asia, curated mostly from a 2-week regional social media challenge on Instagram and TikTok.
There are eight main themes to Look-a-zine which includes:
Atome unveiled this collection of original looks at its hybrid fashion show, titled “Own Your Expression”, which garnered a total of 400,000 live stream views across seven markets including Singapore, Malaysia, Indonesia, and Thailand, according to Atome. MARKETING-INTERACTIVE has reached out to Atome for additional information.
Vangie Hu, vice president of marketing for Atome, said: “We are extremely thrilled to launch the Look-a-zine, as an extension of the conversation we started with the ‘Own Your Expression’ campaign in June.”
“We want to connect with our young consumers, encouraging them to express themselves and pursue their passions and aspirations. Similarly, we want to work with our brand partners creatively through such exciting ideas to engage their customers and add value to our collaborations,” she added.
As part of the “Own Your Expression” campaign, the pay now, later brand also recently unveiled a video featuring brand ambassadors and K-pop boyband ASTRO that promotes genderless fashion and encourages people to express themselves and dress however they want. ASTRO was appointed brand ambassador in October 2021.
Most recently, Atome hired Gary Yeoh as general manager, to lead Atome into its next phase of growth in Malaysia. Before joining Atome, Yeoh was the country manager for Fave Malaysia, where he oversaw its business growth and operations. Atome launched in Malaysia in the last quarter of 2020 and now collaborates with over 3,000 merchant partners, including ZALORA, Agoda, Sephora, Watsons, Switch, Machines, Decathlon, Senheng, ALDO, SHEIN, Bjak and Mydin.