​MẶC LẠI

ĐỪNG MẶC KỆ

IMC / Copywriter

THE BRIEF

As the fashion industry is heavily polluting our environment, Comfort wanted to encourage people to become heroes and save the Earth, not with the capes, but with an old t-shirt (capes work as perfectly as long as it's an old item in your closet).

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THE IDEA

We created a fun wordplay call to action in Vietnamese meaning: Rewear - Do care, followed up by a series of activities to raise people's awareness.

First-ever Runway of Old Garments

Yes, OLD is the new fashion now! We initiated a fashion show to launch our collection of Used Items! ​

This effort was to remind people to utilize the old items in their closets before impulsively buying new ones.

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"Mặc lại đừng Mặc kệ"
Mix and Match Challenge

An online stage for fashion enthusiasts, led by 03 renowned fashionistas in Vietnam, inspire people

to turn old clothes being into new special outfits. 

"Biến Cũ thành Cool" event

​Ok, but what if the reused clothes are not reusable?​​

"Biến cũ thành cool" was launched to transform your non-wearable into fashionable new ones! ​