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Democratic Front Row

  • Strategy
  • Concept
  • Film production
  • Digital and print design
  • Experiential
  • Community management
  • Influencer outreach
  • Media relations

We developed an interactive virtual reality fashion show where everyone gets a front row seat. During Ida Klamborn’s fashion show at Fashion Week Stockholm 2016, we democratized the world of fashion, through technology.

Tele2’s brand purpose is to challenging the norms in society and democratizing it through technology. First mission: the world of fashion. We were asked to launch a PR campaign within fashion to communicate this, at Fashion Week in Stockholm.

Fashion designers often get their inspiration from young people they spot on the streets. But the highly exclusive fashion shows are limited to celebrities, fashion editors and bloggers. What if we could bring all the young people to the front row?


Democratic Front Row – a live 360 VR experience at Fashion Week in Stockholm, where we invited everyone to take a front row seat through virtual reality – and interact with what they saw on the catwalk through custom built robots.

The earned media reach was 162 million people and 1 200 cardboards were ordered in one week. Perception as a carrier with good coverage increased with 18%, net Promoter Score increased by 21% and trust for the brand increased with 14% (source: Millward Brown).

Watch the case study

Watch the teaser

“The front row is no longer reserved for the privileged few at Stockholm Fashion Week.”

Creativity Online

“Through the use of Democratic Front Row, the fashion week creates a new layer of connectivity and interaction.”


Project statistics

  • ­— Earned media reach 162 million people
  • ­— 1 200 cardboards were ordered in one week
  • — The perception of Tele2 as a carrier with good coverage increased with 18 percent
  • — The important predictor of future growth, Net Promoter Score increased by 21% during the campaign period
  • — The trust for the brand increased with 14% during the campaign period
  • – Winner of Resume’s Digital Campaign of the Month