CONTEXT

Noyoco's brand message was diluted by the fact that it was trying to tick too many boxes at once in its communication. The brand stood for relaxed fashion, but also Parisian street fashion and also promoted mixed-gender fashion as well as sustainable production. This was too many messages at once.

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STRATEGY 

The solution was to focus on just one of those messages, namely that by purchasing Noyoco, the consumer was choosing to respect the environment and workers' rights. Noyoco stood for ethical, slow fashion.

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To illustrate this point, we designed two photo campaigns. One was to be shot in the factories and production points where Noyoco products were being manufactured. It showed models wearing the clothes next to their makers. The other was to be shot outdoors, in the fields and farms where the clothing's raw materials were actually harvested. Both campaigns provided literal transparency about Noyoco's production chain. A digital brand content strategy was developed to leverage the assets on digital channels.

To activate the campaigns, we proposed taking the brand IRL to ethical fashion week and the NEONYT sustainable fashion trade show. Coverage of the events on Noyoco's social media mimicked that of traditional fashion houses in the backstages of fashion weeks, thereby subtly re-injecting the "Parisian street fashion" angle back into Noyoco's communication mix.​