Samsøe Samsøe
Pay with Screen Time
The less screen time during Paris Fashion Week, the less you pay.
Insight
At Paris Fashion Week, style moves at the speed of a swipe. Moments are captured, curated, and shared before they even hit the runway.
Samsøe Samsøe’s timeless basics offer a striking contrast to the hyper-digital spectacle that defines Paris Fashion Week, refocusing on the show rather than the screen.
Idea
The less time you spend on your phone during Paris Fashion Week, the less you pay in Samsøe Samsøe stores.
The week following Paris Fashion Week, anyone could simply show up to a boutique and reveal their screen time reduction at checkout to receive a markdown equivalent to their percentage drop in usage.
A playful stand against digital frenzy.
Through playful digital reminders and targeted out-of-home placements, mantras are spread that serve as playful call to actions to step away from screens.
Impact
Pay with Screen Time is not about bargains. It’s a cultural statement amid the hyper-digital world of Fashion Week.
The activation successfully dared editors, influencers, and all customers to swap endless snapping and scrolling for real-life fashion; reaffirming Samsøe Samsøe’s position as the brand that champions authenticity when it matters most.
