Complex Made Simple

Fashion in Motion

KENZO is showcasing its latest collection, Grace to the Nth Power, in the form of a virtual exhibition.

Smartphone and desktop users can view the KENZO 2014 Fall/Winter Pre-Collection by Humerto Leon and Carol Lim, creative directors of the French luxury fashion house, through a dedicated website. The exhibition takes viewers around the gallery, where they can follow the story of two models, Grace Bol and Sang Woo Kim, through a series of video installations that portray them as art thieves.

“For the past two years, there has been an increase in the willingness and bravery of luxury brands to use online in more and more innovative ways,” says Piero Poli, general manager at Havas Digital Middle East, in an interview with earlier this year.

KENZO’s virtual exhibition also allows viewers to purchase all of the pieces in the pre-winter collection from the gallery shop.

“Advertisers are realising that they can shape the conversation… Strategies have evolved to embrace more of the technology and to realise that it is a moving, mouldable product that changes,” says Amira Rashad, head of media at Yahoo! Middle East, Africa and Turkey, at arab luxury world earlier this year.

Having opened its first digital concept boutique in Mall of the Emirates earlier this year, with plans for another in Abu Dhabi, KENZO has strongly embraced the digital age, paving the way for other brands to tap into the online world.

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