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Bodylove Movement in Fashion / Seppälä

Submitted By Christine Göös

Description

Seppälä is an 85-year old Finnish clothing brand with a 100 stores nationwide. Despite its heritage, Finnish women were turning away from the brand and sales were dropping. Seppälä needed a major revamp to become relevant – and loved – again.

We convinced the fashion chain to turn away from emaciated teenage models to champion body positivity and include diverse women in its campaigns.

We invited fans and followers to apply as models on social media. The public embraced the change with open arms: thousands of women between the ages of 15 to 80 applied to join the movement.

The women weren't just chosen to represent the clothes – we told their personal stories on Facebook posts, Instagram quotes, and on Youtube.

By becoming the first Finnish brand to own self-acceptance, Seppälä was able to change the way Finnish women saw themselves.

Objective

Reconnect the Finnish women with Seppälä. Drive positive brand momentum and social engagement.

Bodylove Movement in Fashion

http://christinegoos.square...

Client

Seppälä

Agency

TBWA
www.tbwa.fi

Media

Integrated Branding

Market

Fashion & Clothing

Credits

Creative Director

Lili Ermezei

Art Director

Graziano Monteleone

Illustrator

Alexandra Forss

Writer

Christine Göös

Views

19

 

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