First we ran print ads and posters inside the mall asking for donated clothes that were just taking up space in the closet. Then we built a studio inside the mall where donated clothes went through a recycling process coordinated by Alexandre Herchcovitch - the biggest fashion designer in Brazil. To help Herchcovitch, we called the seamstresses from Paraisópolis, one of the poorest communities in São Paulo.

The donated clothes were turned into over 200 new and amazing pieces. The clothes even appeared in fashion magazines. Then, the studio itself was recycled and turned into a special store where recycled clothes were available for sale. At this point, new posters and banners were made to inform the opening of the Pop Up Store Recycled Fashion. This whole effort in multiple channels was crucial to turn the Recycled Fashion Project in a big success.

The Recycled Fashion Project ended up appearing in a lot of Brazilian magazines, websites and blogs. During the recycling, Alexandre Herchcovitch, the fashion designer involved in the project, updated the status of the process through his Twitter account. On top of that, the community of Paraisópolis received all the proceeds from the store and the whole structure used in the studio, the seamstresses had the chance to learn from a master MORUMBI SHOPPING had an influx of people and reinforced its image as fashion expert, the clients were able to help someone in need and several closets became more organized.