Think less.

A needed take on sustainability.

Some things happened after ‘Repeat more. Need less.’, our previous campaign for Adolfo Domínguez that encouraged people to repeat more often the clothes that suited them best. Mainly, global mental health has gone to shit. Everyone is now a bit more cuckoo. Anxiety, burnout, Sisyphus syndrome, decision fatigue. Yup, had a taste of them all myself. 

So as brands are all about paying shitloads of money to get in your head, we used international and Spanish thinkers like Steven Pinker and Elizabeth Duval as models to do exactly the opposite. This is ‘Repeat more. Think less’ campaign.

Walking the talk: Uniform Monday.

"Life is busy, and for me, as a designer, I spend all my time thinking about what everyone else is wearing. So the last thing I want to do is spend too much time thinking about what I put on". This is from Michael Kors. And just like all tech giants keep their families and children away from screens and the addictive stuff they make billions with, fashion designers like Michael, Vera Wang, or Tom Ford wear uniforms for a simple reason: it takes out the stress.

 ‘Uniform Monday’ was a movement started by Adolfo Domínguez and open to other companies that tried to ease out the start of the working week by encouraging employees to find and repeat their uniform at the office.

Adriana Domínguez tried Uniform Monday. And Najwa Nimri. And some of the top fashion magazines in Spain. And a bunch of fans on social media. And, well, me.