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Music and fashion join forces

By Joss Davidge

When speaking to teens and young adults tapping into the culture that they surround themselves with can be an extremely engaging tactic.

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We have seen many partnerships between musicians and fashion brands over the years but spotted this creative idea this week that got us talking at BEcause.

Popular Russian band Sansara and clothing store SiammSiamm identified that they were trying to connect with the same people.  So this nice partnership was formed where SiammSiamm customers were given a chance to appear in a Sansara music video.

We particularly like how people were given the chance to participate, giving them a moment of fame and a feeling that they were part of the band and brand story.

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