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Atome, Asia’s leading buy now pay later (BNPL) brand, recently presented their first ever fashion show, themed “Own Your Expression”, in Singapore, making it the largest in-person fashion show to be held in the city for over two years.
For the uninitiated, BNPL is essentially a payment plan—a type of installment loan—that splits the total sum of your purchase into equal payments (usually, a payment every month, spanning six weeks), oftentimes without incurring any interest. Atome’s current offer stands at 3 payments with 0% interest.
And what makes using BNPL so irresistible and more appealing than, say, a credit card is that virtually anyone can take advantage of it. So, it’s easy to see why Gen Z, a demographic that may not have access to credit cards, but, for the first time in their lives, have spending power, are a natural target.
Atome “Own Your Expression” campaign is targetted right at Gen Z. The fashion and beauty initiative invite them to submit original fashion and beauty expressions via Instagram and TikTok in their original look, make up and outfit. A quick scroll throught the #OwnYourExpression on TikTok and you’ll find close to 40.3 million views on the “longest virtual runway” created during the phase of the campaign.
“The definition of fashion and beauty, especially in Asia, is fast changing. Traditional norms which say what one should wear or how one should look are being challenged by today’s generation of young consumers, who are expressing themselves in fun, creative and original new ways in fashion and beauty. As a vibrant fashion and lifestyle brand, Atome pays homage to this demand for authenticity, originality and inclusivity by Asia’s new generation of consumers, who are taking back control of their beauty and fashion choices and aspirations, as well as their state of mind and view of the world.” said Vangie Hu, Vice President of Marketing for Atome.
On the show day itself, more than 170,000 users tuned in to the live stream on Instagram, TikTok and Facebook across the region (with the help of Atome’s global ambassador, K-pop boy band ASTRO who made a couple of virtual appearances) - as the show featured 80 looks from Atome’s 42 fashion and beauty merchant partners, across 7 markets from names like Zalora, Aldo, Lacoste, Ted Baker and Lookfantastic.
While there had been a lot of talks during the pandemic about the new ways of shopping in physical and digital, Atome “Own Your Expression” fashion show was one that truly captured the both, where looks can be shopped simultaneously online at the respectative brands that were featured during the fashion show.