Eton launches Style Carousel – a unique fashion experience

Earlier this month, Eton Style Carousel was unveiled at Sweden’s most prestigious department store, Nordiska Kompaniet. During one week it made a huge success when thousands of visitors took their style for a spin. Now Eton is making the unique experience accessible from anywhere in the world through a digital campaign, launching April 25 at stylecarousel.etonshirts.com.

– In the physical retail space the Eton Style Carousel proved to be a bigger success than we had ever hoped for. We are now very excited to be able to bring the experience to the entire world through the digital campaign, says Johan Falk, Global Marketing Director at Eton.

Eton Style Carousel is an interactive installation where traditional Swedish craftsmanship meets creative technology. The physical machine is built in ash wood and polished brass to display the product, alongside innovative technology to control it. The playful experience offers an intriguing interaction between product and customer.

The online experience allows users to seamlessly interact with the machine, and if luck is on their side, win new shirts. Besides displaying a curated selection of shirts, including everything from soft floral prints and linen to business styles and denims, the site gives an insight on how the actual installation was created.

– The Style Carousel brings together two of Eton’s most inherent strengths; innovation and diversity in our wide range of premium shirts. I hope that our global audience will perceive this initiative as a rewarding, fun and an unexpected experience, says Johan Falk.

The digital campaign is up and spinning at stylecarousel.etonshirts.com during April 25 to May 15.