Give Your Style a Twist
Style with Purpose: Look Good,
Care for the Planet
Fashion with Awareness and Fun
A social campaign fully executed by me, promoting sustainable fashion among young fast fashion consumers, showing that responsible choices can be creative, fun, and a way to express personal identity.
As shown in the image on the right — a visual and written summary of the campaign, in Spanish — the tagline 'DALE UN GIRO A TU ESTILO' (Give Your Style a Twist) highlights the impact of the textile industry and encourages teenagers to reduce fast fashion consumption.
Key message: REDUCE, REUTILIZA, SÉ ÚNIC@ / REDUCE, REUSE, BE YOU."
Process
The challenge was to address the topic in a fresh, positive, and approachable tone, making it engaging for the audience.
Challenge
Studies show that teenagers, from age 11 onwards, are the highest consumers of fast fashion, yet they are largely unaware of the environmental impact of their choices.
The challenge was to show that sustainable fashion can be both attractive and fun, raising awareness without relying on the guilt-driven messages typical of traditional activist campaigns, and delivering the message in a positive and approachable way."
Strategy
Results
TikTok-first approach: ephemeral, dynamic content targeting young audiences where they search for info.
Relatable educational content: real data presented in meme-inspired formats for maximum engagement.
Creative merchandising: customizable tote bags, T-shirts, pins, and patches to encourage interaction.
Online-offline integration: QR tags on selected store items connecting physical products with digital content.
Vibrant art direction: bold colors, dynamic compositions, and cartoon characters popular in memes.
Powerful & flexible identity: stands out from typical sustainable fashion campaigns.
Social buzz: high engagement driving conversation and participation.
Merchandising success: tote bags, T-shirts, pins, and patches sold out, showing strong audience demand.
Adaptable content: easily shareable across platforms and future campaigns, boosting visibility.
Visual Gallery
