Shopping spree

Global – OKgrl 2.0 features a 360-degree fantasy shopping mall created with Nicola Formenchetti for Nicopanda.

• OKgrl is a music and fashion platform that taps into Netstalgic teenagers’ desire to engage with editorial that is fun and playful
• In a recent survey of US and UK shoppers by Kibo, 92% said interactive content influences their path to online purchases

OKgrl collaborated with Hyper Zone to build a virtual environment in which leather jackets, sunglasses, necklaces, backpacks and t-shirts are clickable, linking fans directly to the Nicopanda e-commerce store.

Heavily inspired by video games, this issue features stories in which users can create a track with up-and-coming musician Shamir, or indulge in a sticker project with singer Girli, where the player can art direct their own shoot with accessories and furniture.

‘I really feel that our audience wants to see the fashion and talent, play the game, hear the track and then buy the product,' says Louby Mcloughlin, founder of OKgrl. ‘It’s a 360-degree format that we will be looking at as a foundation for where we take the brand forward.’