September 22, 2013 Crystal Phuong 0 Comments

Celebrating the return of River Island to Singapore and the brand’s first entry into Hong Kong and Malaysia, the ZALORA x River Island launch party was most aptly an electrifying, well-watered night on Friday 13th 2013. The night started on a high note at MINI Habitat, with the full River Island shop-in-shop finally going live at http://www.zalora.sg/women/river-island-singapore/- A milestone moment that unmistakably signals the faith that international brands are starting to show in South- East Asia's online fashion retail scene. 

True to ZALORA's tech-savvy spirit, guests were invited to shop the collection on their mobile devices via Augmented Reality walls. By scanning images of River Island items on the wall through their Aurasma app, guests caught a glimpse of the faces behind ZALORA, captured in candid videos of ZALORA employees modeling River Island products, before being brought onto the River Island virtual shop-in-shop. Express at- event deliver was also offered, where guests could choose to have their orders sent straight to them at the MINI Cooper showroom at the end of the night. Aside from enjoying the night's shopping and social elements, guests also indulged in fringe activities such as hair make-overs by Kimage, diamond-dust nail polish manicures by Etoile NYC, and a pop-up cafe by Penny University, before kickstarting their weekend by partying the night away at the launch's afterparty at Kyo. 

Here are some photos of the event that night. 

Photo wall time! 

I & Carmen hanging out at the Mini showroom. 

Models in River Island outfits. 

* Photos by  Zalora (SG) & Carmen Chow. 

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