BACKGROUND: STANDING OUT IN A SEA OF E-COMMERCE

After selling clothes in over 200 brick-and-mortar stores for decades, Scandinavian fashion retailer Carlings wanted to open their very first webshop in 2018.

So they asked us how they could make the world notice them in a sea of e-commerce.

But what do you say when you are 10 years late to the conversation?

CREATIVE CHALLENGE: FROM A DECADE TOO LATE — TO A DECADE AHEAD.

We flipped this tension around, asking instead how a webshop could look ten years from now.

And it quickly became clear that fashion couldn’t keep on as it has until now.

Every year, 150 billion pieces of clothing are thrown in landfills. And the average garment is only worn 7 times before it ends up in the trash. This is driven in part by the pressure to never wear an outfit more than once on social media.

So how could we let fashionistas share new looks on social media without wasting resources?

SOLUTION: DIGITALLY TAILORED CLOTHING WITHOUT ECO-IMPACT

We created the world’s first digital clothing collection with zero negative impact on the environment.

The clothing is created as multi-layered 3D blueprints. Just like physical tailoring, each piece has a pattern with seams, notches, and fabric properties like drape and sheen.

EXECUTION: CUSTOM COUTURE; MADE FOR THE GRAM

When customers order an item from the collection, a digital tailor fits the design to a 3D figure of the customer's body. Then, they insert the model in an image of the customers choosing to post online or print out.