• Focus

      • Vier5 Fashiondepartment: untrue stories

      • 14/03/2012
      • Ashley Mauritzen
    Vier5 adopts a playful, unconventional aesthetic
    Vier5 (2012) ©

    Scope
    Vier5 Fashiondepartment has found a new way to connect with consumers by inviting them to buy into a highly personal garment history that doesn't really exist. By playing with notions of authenticity and subverting the traditional relationship between consumer and product, the brand has found fertile ground for experimentation.

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    Industry Fashion
    Location France
    Keywords Informed Consumerism True Stories Forever Now Brand Me Authenticity Design thinking

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