Each fashion week, the elite gather at extravagant high end shows often alienating the younger audiences. To celebrate Shanghai fashion week Me & City turned this social norm on its head. The campaign aimed to make fashion more attainable to the digitally savvy youth and make a more attainable collection relevant to the every day consumer. By partnering with Tencent Street View (China's version of Google Maps) and launching a new clothing collection, the streets and people of Shanghai were replaced with Me & City models creating a completely digital runway. People could rotate the view and zoom in on the features, with the option of buying the products straight off the map.