by Brian Lipton

ETONCAROUSELSwedish shirtmaker Eton has launched a new digital campaign that will allow lucky visitors to win one of the brand’s shirts. The Eton Style Carousel, which can be found via, will remain online through May 15.

The campaign will allow users to interact with the virtual machine – which is based on a real carousel that the company placed earlier this month in Swedish department store Nordika Kompanier — as well as view a curated selection of shirts, ranging from soft floral prints to denim. The site also gives an insight on how the actual installation was created.

“We are now very excited to be able to bring this experience to the entire world through this digital campaign,” says Johan Falk, global managing director at Eton. “I hope that our global audience will perceive this initiative as a rewarding, fun and unexpected experience.”