Transforming Fashion

A campaign for the municipality of The Hague to promote sustainable fashion choices.

Shift negative perceptions of secondhand and repaired clothing, often viewed as dirty or unattractive. Many also believe that repairing garments is complicated and expensive, which contributes to the annual disposal of over 235 million kilograms of textiles in the Netherlands.

To change these misconceptions, we launched the campaign with a teaser, presenting secondhand items as fashionable, using only an image and a QR code. After a week, we revealed the full campaign, showing that the outfits were actually secondhand and repaired items. Visitors to the site discovered the story behind each outfit, along with a map highlighting all the sustainable initiatives in The Hague.