Fashion is a funny thing—a designer brand name can make something ordinary seem extraordinary, as this C&A Fashion experiment proves.
The fast fashion line in Brazil wanted to do something extra special to promote the launch of its new collection, signed by Calvin Klein designer Francisco Costa. In order to present the garments as exclusive, a few pieces from the collection were put on display, but they were made to be just out of reach. Each of the garments was displayed on a locked hanger, which would only open when a certain number of Facebook likes was collected. When unlocked, all of the women who liked the garment received a virtual key on their smartphones to scan the lock and the first one to make it to the store and free the garment from the hanger got the exclusive item.