Entry Showcase
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The Reclaimed Collection
HeimatTBWA\ Germany / Dusseldorf + OVAL Germany GmbH / Dusseldorf + PIRATES ′N PARADISE Film + Video Postproduction GmbH / Dusseldorf
Client / Brand
Henkel/Perwoll
Entry Title
The Reclaimed Collection
Description (View/Hide)
CONTEXT: More and more people believe that laundry damages their beloved clothes more than anything else. And they’re sparking a social conversation encouraging others to stop using detergent. But Perwoll is not just any detergent. It actively repairs fibres and renews colours at the same time.
IDEA: Perwoll renewed the most unloved clothes to prove that you can wash your beloved clothes without fear of damage.
EXECUTION:
Clothes abandoned in suitcases around the world were transformed into a fashion line, designed by a team of sustainable designers. Collected, reimagined, and, of course, renewed with Perwoll. Forgotten pieces reborn as the season’s most wanted. Old trousers were turned into skirts. Faded towels reborn as dresses. Shirts created from anything but shirts.
The collection was unveiled at Copenhagen Fashion Week, in an airport hangar. Influencers and news outlets covered the event, hijacking the social conversation around detergents. Every garment sold out in no time on a sustainable fashion platform.
IDEA: Perwoll renewed the most unloved clothes to prove that you can wash your beloved clothes without fear of damage.
EXECUTION:
Clothes abandoned in suitcases around the world were transformed into a fashion line, designed by a team of sustainable designers. Collected, reimagined, and, of course, renewed with Perwoll. Forgotten pieces reborn as the season’s most wanted. Old trousers were turned into skirts. Faded towels reborn as dresses. Shirts created from anything but shirts.
The collection was unveiled at Copenhagen Fashion Week, in an airport hangar. Influencers and news outlets covered the event, hijacking the social conversation around detergents. Every garment sold out in no time on a sustainable fashion platform.
Entered In
HeimatTBWA\ Germany / Dusseldorf + OVAL Germany GmbH / Dusseldorf + PIRATES ′N PARADISE Film + Video Postproduction GmbH / Dusseldorf
Client / Brand
Henkel/Perwoll
Entry Title
The Reclaimed Collection
Description (View/Hide)
CONTEXT: More and more people believe that laundry damages their beloved clothes more than anything else. And they’re sparking a social conversation encouraging others to stop using detergent. But Perwoll is not just any detergent. It actively repairs fibres and renews colours at the same time.
IDEA: Perwoll renewed the most unloved clothes to prove that you can wash your beloved clothes without fear of damage.
EXECUTION:
Clothes abandoned in suitcases around the world were transformed into a fashion line, designed by a team of sustainable designers. Collected, reimagined, and, of course, renewed with Perwoll. Forgotten pieces reborn as the season’s most wanted. Old trousers were turned into skirts. Faded towels reborn as dresses. Shirts created from anything but shirts.
The collection was unveiled at Copenhagen Fashion Week, in an airport hangar. Influencers and news outlets covered the event, hijacking the social conversation around detergents. Every garment sold out in no time on a sustainable fashion platform.
IDEA: Perwoll renewed the most unloved clothes to prove that you can wash your beloved clothes without fear of damage.
EXECUTION:
Clothes abandoned in suitcases around the world were transformed into a fashion line, designed by a team of sustainable designers. Collected, reimagined, and, of course, renewed with Perwoll. Forgotten pieces reborn as the season’s most wanted. Old trousers were turned into skirts. Faded towels reborn as dresses. Shirts created from anything but shirts.
The collection was unveiled at Copenhagen Fashion Week, in an airport hangar. Influencers and news outlets covered the event, hijacking the social conversation around detergents. Every garment sold out in no time on a sustainable fashion platform.
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