Juno Public Relations | idea/concept dev. & pr strategy | creative
& Other Stories is a fashion brand that stands for a high fashion degree, accessibility and diversity. When a new collection was to be launched in August 2015 through only digital channels and without media budget—the challenge was to create a campaign concept that not only established links to the collection, but also to the outside world.
the gaze | diversity |stories
To engage a concept was developed based on the media discussion about beauty ideals in the fashion world and on the brand’s message of diversity. The understanding was that truly diverse beauty is not simply about who gets to appear in front of the camera, but also about who gets to tell the stories – who works behind the camera – and who produce the gaze.
TRANSGENDER | IDENTITY | GLOBAL IMPACT
The solution was a campaign crew consisting of an under-represented group in fashion. A crew of transgendered professionals were invited to make a campaign film about bodily experience and representation – and to shed light to fashion being used as a unique tool for constructing identities.
In this way, the campaign and concept of “The Gaze” contributed with new perspectives to the discussion of diversity in the fashion industry, for real. The concept had a huge global impact in media like Vogue, TIME Magazine and CNN, with over 300 million in reach per month.
Who took notice
TIME Magazine, Vogue.com, Huffington Post, CNN Style, Refinery 29, Papermag, Nylon, ELLE.com, Hollywood Reporter, Popsugar, Thefashionspot.com, Styleblazer, Mashable, Bullett Media, Complex, Fashiongonerouge.com, Racked, Bustle, Whowhatwear.com, STYLE.com, WWD, Oyster Mag, Vogue.nl, NY Mag, ELLE UK, Cosmopolitan, and many more...
Total Reach
301 000 000
(unique/month)
(unique/month)
