French label Coperni presents new creations via interactive Instagram feature

By

Dominique Muret

Translated by
Nicola Mira

Published
Nov 7, 2019

Coperni is very much a fashion 2.0 label. The French women’s ready-to-wear brand by Arnaud Vaillant and Sébastien Meyer was relaunched at the start of the year, and since then it has introduced a spate of digital innovations. The latest is ‘Coperni Arcade’, a series of interactive games on Instagram Stories.

“The project goes hand in hand with the arrival in-store of the Fall/Winter 2019-20 collection, and gives users the opportunity of interacting with the collection’s items and models,” said the label in a press release. The game and related content have been developed by plastic artist and director Alexandre Silberstein, and will be gradually unveiled in the next few weeks in a series of posts on Coperni’s Instagram account.
 
The label's aficionados will be able to try their hand at three different games: ‘Tap to dress’, to dress up a model pictured walking in a Matrix-like sci-fi environment; ‘Tap to catch’, to capture the Coperni logo; and ‘Tap to unlock’, to release the story of the Swipe handbag. It is a smart way for Coperni of consolidating its online community.

Last February, to present the new collection, Vaillant and Meyer devised an interactive narrative on Instagram which, depending on the users’ selection, led them to become acquainted with the two designer’s world and their fashion community. It was called ‘Copernize Your Life’, and was conceived and written by Cécile Winckler, founder of the Unemployed magazine.
 
Coperni's high-tech, state-of-the-art dimension was further emphasised at the September Paris Fashion Week when, instead of staging a catwalk show, Vaillant and Meyer presented the summer 2020 collection in an open forum with the audience, held at the Apple Store on the Champs-Elysées in Paris. The collection was shown on a videowall as the two designers explained their design and fabric choices, underlining the high-tech aspects of their creations.