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(  Case Study  )

Soa de Muse's Chantilly Costume by Jannike Sommar

Overview

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Parisian designer Jannike Sommar teamed with RuPaul’s Drag Race star Soa de Muse to create the Chantilly Costume, inspired by crème chantilly. Crafted from over 20 meters of ruched satin, it radiates elegance and playful extravagance.

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Challenge

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To showcase the Chantilly Costume on social media in a bold, innovative digital format.

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Goals

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Showcase the Chantilly Costume in a way that captivates digital-native fashion enthusiasts.

Encourage fans to interact with the design using virtual try-on technology.

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(  Solution  )

Social Media Activation

Soa de Muse launched a Social Media Challenge, inviting fans to try on the Chantilly Costume virtually and share their moments on Instagram.

Seamm marketplace

To amplify the Chantilly Costume’s reach and appeal, the design was launched exclusively in digital form on the Seamm marketplace, accompanied by a range of phygital features:

3D Digital Twin

A hyper-realistic digital replica of the Chantilly Costume.

Virtual Try-On

A browser-based tool lets users try the costume digitally, no app needed.

Customization

Empowering users to personalize their virtual experience.

CGI Motion Video

A stunning video highlighting the costume's details and movement

(  Summing up  )

Results

The Chantilly Costume drop boosted Soa de Muse and Jannike Sommar’s digital presence, showcasing how phygital fashion can redefine social media campaigns and enhance engagement.

162,000 Total Views on Instagram

Soa de Muse’s campaign garnered impressive traction within a week.

3,500 Virtual Try-On Users

Fans eagerly interacted with the design, trying on the costume virtually.

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(  8 cases  )

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