Whilst 90% of materials from Hyundai’s scrapping process are now up-cycled or recycled, 10% end up in landfill which left Hyundai asking itself ‘what can be done with the remaining 10%?'.

In 2019 Hyundai conducted a small pilot of project Re:Style, a pioneering fashion up-cycling program showcasing new uses for Hyundai’s scrap materials that are otherwise headed for landfill. Following a successful pilot, 2020 was the year to expand the program on a global scale.

Objectives:

(1) Increase positive brand appraisal for Hyundai’s sustainable credentials with an urban, millennial audience

KPIs: Key message penetration and positive sentiment in campaign coverage and conversation

(2) Drive awareness for Re:Style as an innovate annual program with the target audience

KPIs: Campaign reach/views across all channels

(3) Activate urban, millennial audiences to engage with the campaign digitally and physically

KPIs: Social media engagement and drive to brand/retailer channels to view the campaign

Hyundai Re:Style Program.

A unique limited collection that presents up-cycled fashion not just as a conceptual experiment, but as a sustainable, commercially viable endeavour with a purpose. Six conscious designers recreate their signature pieces using up-cycled raw materials, fuelling community around a shared passion for conscious creativity.

Partnering with Selfridges Project Earth Campaign and The British Fashion Council’s Institute of Positive Fashion, the program went beyond commerce to bring a conversation on the intersection of creativity and sustainability to the fore. Re:Style designers Richard Quinn, Public School, Rosie Assoulin, Alighieri Jewellery, pushBUTTON and E.L.V. DENIM were featured, accompanied by key sustainability personalities. A mix of IGTV live and intimate real life designer events, as well as influencer partnerships further activated the conversation around the collection and their unique origins.

Hyundai needed to demonstrate their commitment to their sustainability goals in a way that would engage the Millennial consumer.

We knew Millennials, when given a choice, will choose a brand aligned with their values and that sustainable behaviour was at the forefront of their agenda. They wanted to buy into brands whose ethos is demonstrable and reflects their own.

Yet at the same time, culture was telling us real change is born from collective action. The general public was becoming increasingly aware of the complexity of sustainability. Most felt an individual’s effort was pointless. Change would have to be born through championing everyone equally taking action.

We had to position waste as a shared opportunity.

Re:Style 2020 needed to be a tangible program that our audience could adopt as their own, presenting up-cycled fashion from unlikely raw materials as not just a conceptual experiment, but a commercially viable endeavour.

Pivoting to a digital first programme due to limitations imposed by COVID-19, Re:Style focussed on galvanising online communities surrounding our designers, Selfridges and the British Fashion Council, as well as sustainably focussed fashion personalities to inspire a fresh global conversation around the possibilities of waste.

From October 8th, a global launch announcement connected 6 designers, our 2 partners and over 20 influencers from Seoul, London, New York and other capitals, taking viewers behind the scenes of the creative process through films, interviews and sketches unveiling the pieces for the first time.

IGTV Live interviews with designers and sustainably minded personalities, such as Lauren Singer of Trash Is For Tossers, increased reach into micro-communities exploring new solutions in sustainability.

The Selfridges in-store pop-up detailed innovative manufacturing processes along with the collection. Online, a takeover embedded into Project Earth pages featured Re:Style storytelling alongside exclusive Re:Style pieces for sale.

Hyundai proved there are commercially viable solutions to waste, and by working together we can have an even greater impact in saving the planet.

Re:Style generated over 40.5 million global media impressions and 250 million social media impressions, reaching people around the world and spreading a positive message to creative communities, consumers and the fashion and automotive sectors.

The campaign received press accolades including, “Hyundai Motor is solidifying its position as a world-leading sustainable lifestyle brand.” – Elle.com

“I’ve learnt so much about this process and I’m going to definitely look at all the different materials in a completely different light from now on” - Anna Foster of E.L.V. DENIM

All proceeds went to the British Fashion Council’s Institute of Positive Fashion, benefitting those advocating for and delivering wider change in the industry for the benefit of us all.

Hyundai has decided this programme will be an ongoing annual initiative.