Guardian News and Media's branded content agency Guardian Labs and Google have announced the launch of The Chain, a new branded content campaign that uses Google Pixel 2 phone to explore the impact of fashion’s most forward-thinking influencers. The Chain, which will be a magazine and an online experience, features ten fashion influencers who will each take it in turn to document their key creative take outs from their daily working lives and moments using the Google Pixel 2.

Brit artist Lotte Anderson began by collecting and sharing her moments of creativity throughout the first 24 hour period before passing the Pixel 2 on in sequence to the next influencer - these include model and activist Adwoa Aboah, Naomi Shimada, model Kyle de Volle and artist and model Phoebe Collings-James. Driven by Guardian Lab’s commercial features desk, the content will explore how changing attitudes have disrupted the fashion industry. This will be discussed and presented through a range of fashion features, videos and a bespoke 36-page magazine.