Global – OKgrl is a new interactive platform for teenage girls that breaks all of the traditional rules of publishing.
Founder and creative director Louby McLoughlin teamed up with Kenzo’s former digital art director DVTK, to produce mobile and desktop versions of the website, which have different features, such as OKgrl radio.
‘We want to do the next thing in terms of fashion imagery,’ McLoughlin tells LS:N Global. ‘Most digital publications think about function in the design of the layout, which is fine, but we wanted to take the layout and use it as part of our editorial concept.’
Visitors to OKgrl can listen to cover girl Hannah Diamond’s track Hi, zoom in on pop sensation QT’s clothes, whizz models around with a single swipe, as well as customise a cereal box game with the band Kero Kero Bonito.
The Netstalgia-style art direction was modelled on hair and beauty product packaging, and there is almost zero text on the website. ‘We would rather do a video than write 1,000 words,’ says McLoughlin.
Generation Z consumers are turned off by traditional brand messaging, and are fiercely rejecting brands that cannot understand their visual language. Find out more at Backlash Culture, our Spring/Summer 2016 Trend Briefing.