Old clothes.
Agency: CHINA. Role: Creative. A fashion campaign starring decade-old clothes.
One year after starting a conversation about rational shopping for a more sustainable fashion with ‘Be more old’ (‘Sé más viejo’), it was time for a new campaign. The brief: keep zagging. Keep bringing up thought-provoking solutions in a greenwashed industry that still holds the title of the second most polluting one worldwide. And keep staying true to the brand’s values: well-made, well-aged clothes.
Old clothes collection:
reedited with zero waste.
The campaign was made with worn clothes donated by real clients. Now, they looked good. So good that it’d be a shame if someone felt love-struck but had no way to buy them. To close the circle (and, you know, make some sales), the brand launched a limited collection that re-launched several of these clothes using only fabric leftovers and naming each item after the name of its real donor.
Best supporting role:
an 83-year-old actress.
Benedicta Sánchez, Goya winner in 2020, was like our Brando in Apocalypse Now. She barely showed up a couple of times, but still made all the difference. First, with a PR stunt that started the campaign when she received her Goya award wearing an Adolfo Dominguez outfit made in 1990. Lastly, with a print series that celebrated her late stardom and AD’s timeless clothes: old is the new new.
