Asia’s leading buy now pay later brand, Atome, is calling on everyone including Gen Z and Millennials to express themselves through fashion and beauty, in its latest regional campaign titled “Own Your Expression”. Rolled out across seven markets Singapore, Malaysia, Hong Kong, Thailand, Indonesia, Taiwan and Philippines, the campaign will seek out how Asia’s younger generation create and style their own looks and challenge conventional fashion and beauty norms.
Helmed by Atome’s global ambassador, K-pop superband ASTRO, the “Own Your Expression” user-generated content (UGC) social challenge kicked off on June 4 and will run for two weeks. Interested participants from across the region are invited to film themselves doing a short catwalk in their original look, make-up and outfit using Atome’s “Own Your Expression” filter and upload short videos on their own Instagram or TikTok accounts using #ownyourexpression hashtag. Up to 30 winners across markets will be chosen based on creativity and originality of their looks.
At the end of this challenge, a Look-a-Zine, a hybrid lookbook-cum-magazine, will be curated to showcase a collage of submissions featuring the most unique and original fashion and beauty styles, thereby becoming a publication which showcases how everyday Asians see themselves, as opposed to traditional lookbooks styled by professionals.
A winner from Malaysia will also be invited to take part in the runway fashion show, which will be live streamed across Asia, held on June 25 at Suntec City West Atrium in Singapore. A 4,500 square feet experiential pop-up store featuring fashion and beauty brands such as Zalora, ALDO and SHEIN, will also be held at the same location during this period.
Follow Atome Malaysia’s Instagram account @atome.my for more update.
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