AZ Factory
Elevating Luxury Loyalty in the Connected Age
AZ Factory redefined fashion loyalty through scannable garments that connected wearers to a digital platform of stories, style, and rewards.
"Elevating the luxury loyalty experience
with Alber & Amigos."
The experience was designed as a Connected Garment — each piece contained a discreet tag linking directly to a mobile interface that looked and felt like an app, but required no download.
Through a simple tap, wearers could access an interactive wardrobe hosted by Alber’s animated emoji, where they could watch his welcome message, explore style tips, and unlock exclusive content.
The platform encouraged participation and sharing. Users could post their favourite looks, inspire others, and earn rewards, building a living digital space where fashion and community came together.
Connected Fashion
The creative direction focused on defining a connected loyalty model that felt authentic to AZ Factory’s values of inclusivity and joy.
Responsibilities included developing the concept of the connected garment, designing the reward system and user journey, and defining the communication strategy around participation and storytelling.
The collaboration also extended to directing a campaign film and, following Alber Elbaz’s passing, supporting the creation of a tribute collection that incorporated NFT artworks of Alber accessible through the garments — blending emotional legacy with digital innovation.
Approach
Reaching users in over 100 countries, the Alber & Amigos program achieved strong engagement and received wide acclaim, including coverage in Vogue and WWD.
It positioned AZ Factory as a pioneer in connected luxury and community-driven loyalty.
The project redefined how high fashion can nurture lasting emotional connections, not through exclusivity but through shared experience and innovation.
Projects and results are presented for illustrative purposes. Information is based on public sources and project reports.
Images adapted from public materials. © respective brands.
Impact
