I received an invitation from Grace PR to attend the e-boutique launch of local line ShortyClothing.com, planned by Gen Art. So last Thursday, I hopped into a cab after work and headed to super modern club Lumen to witness the virtual fashion show.

I wasn’t expecting more than a video of models parading down a runway. I couldn’t have been more wrong. As the camera pans to a website, a girl jumps out of the screen and virtually walks through different sites, such as Facebook. After a few pages, her hand sports a bottle of liquor and the walk turns into a stagger. Then there is a shot of an apartment: enter contemporary kitchen, hallway and sexy man under sheets. The girl jumps out of the computer and lands in the bedroom, after which she proceeds to pose in her home with different Shorty looks.

This promotion shows its viewers how the clothing fits in their lives, instead of telling them. The video comes full circle. Her photo is captured and the design team produces the final version and—kabam!—it’s up online.

*Illustrations courtesy of Sophie Lin.