Fashion stylist Louby Mcloughlin and ex Kenzo directors Kim Boutin and David Broner have announced the launch of new interactive online fashion platform OK grl. Designed to entertain and inspire a new generation of fashion and music fans, the site aims to use digital experiences, audio visual editorial projects and interactive content to speak to the youth in a new language that engages them. It states: "We wanted to create a fashion platform which breaks the conventional publication rules by using interactivity, music and gamification, to match the entertainment levels the young generation already get from apps like Insta, Snapchat or Tumblr. We believe there is room for a higher end version of what the kids do at home in their bedrooms using the screen, Something like a Tumblr Couture." OK grl collaborated with the new faces in pop music QT, LIZ y2k, Kero Kero Bonito, Hannah Diamond, Bip ling and Girli.

The launch content also includes a beauty editorial with instagram star Charlie Barker, cereal box game with Kero Kero Bonito, a music video for Bip ling with Claudia Mate and a QT interactive editorial all shot by glossy London photographer Charlotte Rutherford. Other projects feature Ryan LO, Jayde Pierce, Eva Papamargaritti, Bradley and Pablo and Matty Bovan.

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OK grl in 'e-zines'