The digital world is the place to be for fashion brands to succeed in reaching their consumers, for Simone Rocha the concept of a digital game experience felt only natural. Inspired by the childhood nostalgia of a generation molded by the internet, the concept of a dress-up game meets scavenger hunt was born. Focused on creating a truly immersive experience, the concept includes the use of Digital avatars, AR, and scannable in-person marketing.