Pomelo, Asia’s leading omnichannel fashion brand, marks a new decade of innovation and style by debuting its in-app Livestream tech with the launch of its eclectic Spring Summer 2020 Collection. This marks the first time a fashion brand in Southeast Asia is unveiling such an immersive in-app capability, bringing fans closer to the heart of the fashion experience through technological innovation.
Showcasing a more engaging omnichannel experience, the launch of the Spring Summer 2020 collection will be fully live streamed via the Pomelo app, giving fans an exclusive sneak peek at the collection ahead of its official launch. With special appearances by Pomelo campaign ambassadors including Davika Hoorne, one of Southeast Asia’s most prominent actresses, fans and fashion observers from across the region will be able to catch all of Pomelo’s highly-anticipated content in real-time, beginning with the launch showcase happening on February 27th at 5:30 pm SGT in Singapore. Beyond bringing all the excitement of the launch through live video content, fans can also catch exclusive, on-site interviews with all their favorite fashion personalities from the collection, staying engaged by actively participating in the whole experience through interactive Q&A sessions. Co-developed by Pomelo’s in-house developers, together with interactive streaming and marketing platform Geddit, the in-app Livestream functionality will be fully shoppable from March onwards.
“As the retail landscape continues to evolve, Pomelo stands out by bringing dynamic experiences to fans that combine shopping with engaging, real-time content. Constant innovation and a strong dedication to reinventing the omnichannel experience are a large part of Pomelo’s DNA, and we’re confident that the launch of the new in-app Livestream feature, amongst other new developments still to come, will enable us to be at the forefront of driving innovation in this industry,” said Jean Thomas, CMO of Pomelo.
Launching in the lead-up to International Women’s Day, the Spring Summer 2020 collection draws inspiration from six industry game-changers that hail from Southeast Asia, offering a vibrant melange of styles to empower women of all backgrounds, championing self-confidence and inclusivity, while encouraging the community to uplift one another.
From entertainment moguls to self-made entrepreneurs, the collection tells the stories of trailblazing women who represent different facets of the Pomelo community, including Thailand’s Davika Hoorne, Singapore’s Layla Ong, a wavemaker in the international modelling circuit and Indonesia’s Raline Shah, popular actress and philanthropist. The dynamic roster also includes fitness model and influencer Madi Ross, beauty entrepreneur Jessica Wilson; the co-founder of makeup brand, Sunnies Face, and finally, Asia’s Next Top Model alumni Tuti Noor from Malaysia.
Inspired by these women and those of the Pomelo community, the latest collection ushers in a spring and summer of transformation. Channelling the vibes of a Palm Springs getaway, the collection features a full pastel palette with hints of summer florals, vibrant ginghams, and pops of eyelet. From airy gowns to tiered silhouettes, the pastel-themed collection is filled with this summer’s must-haves for women from different walks of life, celebrating #POMELOGIRLS on their journeys of self-discovery.