The Fashion Experiment

Agency Network: 
February 2018


Black suit, gloves, oversized sunglasses. Does this outfit ring any bell? In the world of fashion, the most popular icons deliberately choose to wear the same clothes everyday and make it a personal trademark.

How important is it to get out of your comfort zone and try new styles, then? To find out the answer, Baneasa Shopping City and Geometry Global Bucharest launched "The fashion experiment”.

2 characters, 30 days, more than 80 different outfits and 742 photos in order to build parallel Instagram accounts. Same characters, same locations, but different outfits, in order to answer the same old question: shall you keep a constant style or try something new every day?

For a month, people decided what they like more, without knowing they are involved in a fashion experiment that will make the headlines for the brand's ATL Winter Sales campaign.

The results?

People who experiment with more outfits have twice the number of followers on Instagram and 55% more likes than those who display a constant fashion style.

Experiential advertisement created by Geometry Global, Romania for Baneasa Shopping City, within the category: Retail Services.

Advertising Agency: Geometry Global, Bucharest, Romania
Creative Director: Mihai Fetcu
Art Director: Bogdan Dinu
Copywriter: Ioana Ichim
Head of Digital: Bogdan Teodorescu
Photographer: Catalin Opritescu
Additional Credits: Simona Costea, Raluca Nanu, Manuela Fulga, Claudia Neagoe, Alina Croitoru, Mina Ionescu
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baconneedles's picture

Good use of social.

Activity Score 1071
baconneedles's picture

Good use of social.

Activity Score 1071
kleenex's picture

How much did clothing sales go up through this idea.

Activity Score 58777
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