We needed to promote MorumbiShopping Mall’s Recycled Fashion Project, an idea we created for the mall. The project worked like this: first, the mall asked for clothing donation. Then, these clothes were completely remade by seamstresses from a poor community under the orientation of Brazil’s greatest fashion designer in a glass atelier built inside the mall. Finally, the now recycled clothes were exposed in the Recycled Fashion Exhibit and then donated to a poor community.

We created posters 100% made of leftovers from the work at the atelier. So, these exclusive and unique posters were also made of donated clothes. The cloth posters were placed inside the mall to attract the customer’s attention for the Recycled Fashion Project. You can spot actual parts of clothes in the posters, like a whole pocket, a zipper and lots of T-shirt designs combined to create the final design of the posters.

All of those involved in the project gained at the end:The mall experienced an increase of 45% in the number of visitors in the mall, generating an increase of 20% in sales; The clients gained the chance of changing consumption habits and help those in need (and also got a great excuse to update their wardrobe); The poor community of Paraisopolis received the recycled clothes – which were sold at auction; The seamstresses gained experience working with a great stylist; Morumbi Shopping enhanced its image before its clients proving that fashion can be an instrument to social transformation.