In 2013, Sonia Rykiel chose to relaunch Sonia by, an inspiring and inspired ready-to-wear collection. How do we communicate around this relaunch and offer a novel digital experience?

The energy, spirit and mood of a collection partly relies on the lookbook photo shoot. In order to invite fashionistas into the heart of the Sonia By relaunch, the Rykiel fashion house organised an interactive photo shoot during which users were put in the photographer's shoes.

Users could click on their favourite piece at anytime and access all the details.
They could zoom in on the fabrics and discover the whole collection in detail while keeping an eye on the catwalk. Each item and each look could be purchased instantly and shared on Pinterest, Instagram and Facebook.