With the global pandemic hitting Thailand hard this year, it’s understandable that sustainability is not at the forefront of the Thai trendy crowd’s priorities. In fact while they … read moreknow it’s important, it’s the last thing on their mind versus their social life, and their passion points. So how do we get the NEW GENERATION to think about SUSTAINABILITY without boring them? We used their love for Instagram as the starting point for this campaign. ABSOLUT IT’S IN OUR SPIRIT sees the global issue in buying and producing more clothes than necessary for the sake of fashion, which has become one of the main causes of global warming and has a large impact to the world. We listened to the voices of the new generation and their desire to express their individuality through style, and found a solution that will amplify their individuality everyday, without further polluting our world. ABSOLUT IT’S IN OUR SPIRIT has therefore partnered with JUST IN CASE Bangkok and created a Virtual Collection called, the “ EVERYDAY COLLECTION ”. They co-designed the collection with KH EDITIONS, a local designer known for their 100% natural processes, to create a blue collection that acts as a blue screen that people can project their patterns on. With just one shade of blue we created unlimited styles by just using a filter in Instagram.
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