Fashion to be free is about using fashion as a tool for women’s freedom. It is about the chance to ride a motorbike, go out alone or wear trousers without having to go to prison thanks to the clothes you wear. And all that through the genderless outfit design created by Davidelfin to allow these women to pass unnoticed and be free doing what they were forbidden to do.

As a result Davidelfin designed an outfit which models from East Africa, Southeast Asia, Europe and the Middle East could wear to allow them to ride a motorbike, wear trousers or even go out alone without going to prison. This outfit gave them a genderless, totally neutral look which helped them pass unnoticed in spite of the restrictive laws of those places.

The aim was not conversion but to achieve awareness.

Presence in the major online newspapers, in TV news and other programmes and relevant national and international fashion media. Valuation in earned media €4.5 million

Extensive participation in the campaign hashtag, over 20,000 mentions on social media in a fortnight, over 84 million social media impressions and it went viral completely organically. Plus a 300% increase in the brand’s popularity.

Change of feeling, from a negative position regarding the use of women as objects to a commitment to gender equality. 95% positive feelings and an 8% increase in social media followers.

Participation in the auction of a look where the profits will be donated to an NGO

We went beyond the brand’s target and generated closer contact with public opinion.