i-D has built its reputation on being a consistent source of inspiration in fashion culture. This made it the ideal digital platform for the film to be broadcast on. The film was exclusively launched on i-D's website and broadcast on youtube where it would directly reach out to the target audience.

The video has gained 25,675 hits so far on youtube and the general feedback from the viewers has been highly positive. As the film only went viral at the end of March, it is too soon to track the effect the film has had on sales and profit.