Standing out in the digital landscape is not easy. The competition for our attention is at an all-time high, and customer loyalty is dwindling, making it difficult for businesses to reach new audiences.
In a genius move, Swedish fashion brand Stylein, solved both problems simultaneously in a never-seen-before collaboration with Elle Norway, resulting in a wildly successful Live session.
This is one of those instances where the total is greater than the sum of its parts, and strategic partnerships coupled with video commerce truly elevates the shopping experience.
A muse to spark inspiration
The unique partnership didn’t come out of nowhere. In true fashion sense, it all started with a muse; Nathalie Helgerud, Head of Fashion at ELLE Norway.
“We’ve had a genuine connection with Nathalie, who is Head of Fashion at ELLE Norway, for years,” says Stylein. “She’s been a true muse for our brand, so it felt completely natural to invite her and ELLE to co-create a Live session.”
For Stylein, live shopping isn’t just about moving product - it’s about building an immersive brand universe. “It’s all about being authentic and creating a world around our brand where fans can enjoy, get inspired, and feel like they’re part of us. A Live session is the ultimate expression of that” Elin Alemdar, Founder and CEO at Stylein shares.
Live shopping success lies in the promotion
For any live shopping event to succeed, reaching a relevant audience is key. Stylein and ELLE Norway understood this fully, deciding to take the collaboration beyond just the stream itself, by activating a full-scale marketing campaign before, during and after the event.
In a smart move, they merged powers and leveraged their own channels, marketing to both Stylein’s customers and ELLE Norway’s fanbase. “As a fashion brand, visuals are everything. We built hype in the days leading up to the Live session with shared content - images, reels, motion clips - and re-posted across both brands’ Instagram profiles” Elin shares.
Personal engagement from the two hosts was another key tactic. “I hosted an ‘ask me anything’ on my personal Instagram the day before. That always drives styling questions and creates buzz, pushing traffic to the site the day we go Live.”
Setting new records for web traffic
While final data is still being gathered, early results speak for themselves. “Traffic from the Norwegian market reached an all-time high, and we saw a noticeable spike in first-time customers during the Live,” Stylein reports.
Importantly, the focus wasn’t on short-term gains. “We view our Live sessions as a way for people to get to know us. It's not about hard selling, it’s about building long-term relationships with our community.”
What the future holds for video commerce at Stylein
Looking ahead, Stylein is doubling down on consistency. Since the beginning of our journey with Bambuser, it’s been all about staying connected to our fans. We will continue hosting Live sessions every 6 to 8 weeks.”
With the recent opening of their flagship store in Stockholm, Stylein now has an inspiring new location to bring their vision to life. “We’re so excited to go Live from the store next week to showcase our Summer collection!” Elin shares, as we close out the interview.
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