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Prism launches emoji app to introduce new pre-fall line

The push for branded emojis continues – this time with British resortwear label, Prism, introducing a series of shareable characters to support the launch of its pre-fall 2016 collection.

PRISMoji emoji app
PRISMoji emoji app

Hot on the heels of #worldemojiday on July 17, the push for branded emojis continues – this time with British resortwear label, Prism, introducing a series of shareable characters to support the launch of its pre-fall 2016 collection.

Available on the new PRISMoji app, the emojis include swimwear, sandals, eyewear and beach cover-ups from the new line, alongside tropical lifestyle accessories as well as versions of celebrities ranging from Rihanna to Beyonce and Kate Moss. There’s even a swimwear-clad model lounging in the mouth of a shark.

“I chose emojis as we all kind of speak in this language now and use emoji’s so much in daily chat online,” founder Anna Laub told Vogue. “I thought PRISMoji was a cute way to get people involved in the world of Prism. It’s also a fun way to shop the collection and see it in action, engaging the consumer in another light.”

Emojis from the PRISMoji app
Emojis from the PRISMoji app

Laub won The Emerging Accessory Designer of The Year for Prism at the 2014 British Fashion Awards. The brand has also been nominated for the 2016 BFC Fashion Fund.

Other brands experimenting with emojis in the past have included Footlocker, Harper’s Bazaar, Ikea, McDonald’s and more. According to emotional marketing platform Emogi, emojis are used by 92% of the online population, with the face with tears of joy the most-used globally.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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