10 people. 10 days. 1 phone.
The Chain is a partnership between Google Pixel 2 and The Guardian documenting the people and perspectives changing the fashion industry in the UK.
Each participant was spotlighted in their own feature profile.
The project surfaced the trends that define fashion today, leading to 20+ editorial pieces.
It all culminated in a 32-page magazine, sharing the same cover model as Edward Enninful's first issue of British Vogue.
The magazine was distributed across the UK in The Guardian and The Observer. We also partnered directly with fashion boutiques and retailers including Selfridges and Top Shop.
Industry coverage includes PSFK and Campaign Magazine. Brand impact results coming soon!