Msg 4 gr8 fashion

A number encouraging users to ‘WhatsApp Me!’ and a figure shrouded in shadow are the only visual stimuli on Abzal Issa Bekov’s website.

As the campaign’s creative director Philipp Humm explained to LS:N Global, the decision to showcase the Central Saint Martins graduate’s collection entirely on WhatsApp was a way of parodying the anonymity and ambiguity that are so integral to many of our online exchanges.

As the website is manned sporadically, users must wait until Bekov comes back online to receive a unique combination of two images from the campaign, mimicking the intermittent nature of real-life WhatsApp exchanges.

‘People are employing new filters that block out everything they don’t want to see. That’s technological filters as well as cognitive ones,’ says Humm. ‘One way to get through to them is to make them curious.’