Atome Creates World’s Longest Virtual Runway in Search of Asia’s Authentic Fashion & Beauty Looks

A winner from Malaysia will join 30 other winners chosen across markets to be invited to model their look on Atome’s live streamed runway show in Singapore and be featured in Asia’s very first Look-a-Zine - a combination of a lookbook and a magazine


Atome, Asia’s leading buy now pay later brand, in its latest regional campaign, is inviting everyday people, including Gen Z and Millennials, to submit their fashion and beauty expressions via social media platforms, Instagram and TikTok. Rolled out across seven markets – Singapore, Malaysia, Hong Kong, Thailand, Indonesia, Taiwan and the Philippines, the campaign, titled “Own Your Expression”, will seek out how Asia’s younger generation creates and style their own looks and challenge conventional fashion and beauty norms.

As Atome supports the idea that everyone should have access to their aspirations, the ground-breaking campaign will encourage everyday people to showcase the look that defines them, rather than what convention tells them how they should look.

The month-long campaign in June will also be supported by out-of-home ads and interactive series of online, social and on-ground activities to engage consumers in Asia to create, style and express themselves through fashion and beauty.

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. Atome users from across the region will be 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. Up to 30 winners across markets will be chosen based on the creativity and originality of their looks. Over 1 million looks and 1,200 miles of “runway” are expected to be created during this phase of the campaign.

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 the 25th of June 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.

“We’re excited to work with Atome on their latest campaign and provide shoppers access to their favourite fashion and lifestyle brands. ZALORA is committed to delivering the best online shopping experience in the region by providing trendy, authentic, and the most sought-after products available all in one destination delivered to customers’ doorsteps. Our partnership with Atome enables a convenient way for shoppers to pay for their purchases, giving more people the chance to discover the joy of online shopping. We look forward to seeing more people express their individuality through fashion, and we can’t wait to see some interesting looks on them!” expresses Kannan Rajaratnam, Regional Director of Payment and Customer Operations, ZALORA.

“The definition of fashion and beauty, especially in Asia, is fast changing. Traditional norms which say what one should wear or how one should look are being challenged by today’s generation of young consumers, who are expressing themselves in fun, creative and original new ways in fashion and beauty. As a vibrant fashion and lifestyle brand, Atome pays homage to this demand for authenticity, originality and inclusivity by Asia’s new generation of consumers, who are taking back control of their beauty and fashion choices and aspirations, as well as their state of mind and view of the world,” said Vangie Hu, Vice President of Marketing for Atome.

The campaign brand video may be viewed on Atome’s YouTube channel.

Details of the “Own Your Expression” campaign:

4 – 16 June: “Own Your Expression” UGC Challenge

The first week of June will see the launch of the “Own your Expression” social challenge that will see Atome create the longest fashion and beauty “runway”, covering about 1200 miles across seven markets.

Very often we are influenced and/or subjected to social norms that contribute to our insecurities and labelling which then limits our expressions of who we truly are. Both the campaign and the social challenge encourage consumers to “Own your Expression” to express themselves freely without being restricted by what social norms dictate i.e. how men and women should dress or that only women wear make-up.

To participate, consumers upload videos of themselves in their best fashion and/or beauty expressions using Atome’s “Own Your Expression” filter through the social media platform Instagram and TikTok, performing a short runway walk in a location of their own choosing. Five winners will then be invited to participate in the next phase of the campaign.

24 June: The Atome Look-a-Zine

At the end of the regional social challenge, an “Atome Look-a-Zine” will be curated from the winning looks and published online. Featuring influencers and the winners of the social challenge and their looks, in partnership with Atome’s fashion and beauty merchants such as Zalora, ALDO and SHEIN – the Look-a-zine will represent how Asia’s younger generation expresses their individuality through fashion and beauty.

24 June- 3 July: Experiential Mega Pop-up at Suntec City West Atrium

This 4,500 square feet experiential mega pop-up store invites consumers to create and style their own looks. Special merchandising and collections will be available at booths by fashion and beauty partners Zalora, ALDO and SHEIN for the public to check out. Physical pieces to be displayed at the pop-up can also be purchased via QR codes. Make-up artists, stylists and designers from participating brands will also be at hand for styling, fashion and makeover masterclasses.

25 June (5pm – 8pm): “Own Your Expression” Grand Finale Fashion Show @ Suntec City West Atrium

Hybrid runway show that will feature over 30+ models comprising the winners chosen from the social challenge, influencers and others. The winners will work together with Atome’s fashion and beauty merchant partners to select what best fits their style and looks to be modelled in a live fashion show in Singapore that will be live-streamed across the region.

There will be four segments during this event with each segment dedicated to gender-neutral styles, dressing bold, premium brand and their colours and how to own your expression.