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mud jeans




creative direction 

spatial design

product + graphic design

Elena Garrison and Joy Luijben

How can we show young girls who love to be part of the latest fashion trends the benefits of buying one quality garment instead of 10?

By creating a sub-line for mud jeans where each pair of jeans unlocks an even bigger digital collection. Customers can access the digital garments by purchasing a pair of jeans from rhea, which comes with a special AR trigger that will make their digital outfit show up on rhea's Instagram and Snapchat lens.


Digital outfits can be customized in store via rhea's magic mirrors. 

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