Fashion Campaign 2021.

We wanted to look at the idea of preloved fashion from a diverse perspective, so we invited 9 people to participate in a fashion competition.

Our seasonal Preloved Project fashion campaign embraces the diversity of culture and style in Auckland.

Our inaugural fashion competition in March 2021 brought together 9 individuals who created their own outfits from scratch sources from the Tamaki op shops.

With $50 you have two hours and a community of Tāmaki Op-shops. The participants must dress from head to toe and find a prop that they relate to. The brief was – each of you will receive $50, a map, and 2hrs to find the most out-the-gate outfits, setting a new bar in the fashion industry. Redefining style, genres, and ideals that would usually refrain us from full-blown creative expression. They were asked to document their style adventure, and when they came back they were photographed and interviewed for a fresh new creative fashion campaign that would push the status quo of the fashion industry by diminishing the fashion stigma to shopping new designer labels and trends. To create your own trend, and strut your stuff at the Preloved Project Event walking down the catwalk.

With artist Isabel from Fresh Concept, we collaborated to make this powerful street poster campaign.

Thanks to the 2021 participants
Rami, Raymond, Talei & Isabella, Shelby, Roimata, Tyrone, Katie, Tumai

Completion design Pip Hartley