This work is a paramount exemplar for the Glass: The Award for Change due to its intentional challenge against the pre-existing biases within the fashion industry. Centering around Rokaiya Ahmed Purna, a female designer from Bangladesh, the campaign magnifies the oft-ignored talents from the Global South, particularly women who face double the marginalization – both for their gender and their origin. By giving Rokaiya a global platform, it not only celebrates her creativity but also speaks against the gendered constraints that often hold back female artists in patriarchal societies. The "Designed in Bangladesh" tagline subverts stereotypes, transforming them into a badge of pride. Through this lens, the campaign does more than sell shoes; it actively pushes against the boundaries of gender inequality and prejudice, carving out space for underrepresented voices in global advertising and fashion narratives.

Brand Values Regarding Gender Representation:

Our brand believes fashion should drive progressive change. Gender representation isn't a checkbox; it's our ethos. We aim to dismantle stereotypes, promoting an inclusive vision where all gender expressions are celebrated.

Engagement with Gender Representation:

For this project, we aimed to challenge fashion's gender norms. We partnered with Rokaiya Ahmed Purna, whose designs symbolized breaking traditional gender confines.

Brief:

The brief emphasized authentic gender representation, avoiding tokenism, ensuring the message was genuine and impactful.

Objectives:

Showcase diverse gender narratives through design.

Amplify marginalized voices in fashion.

Align the product launch with our commitment to gender representation, resonating with a global audience.

Cultural/Social/Political Climate Around Gender Representation:

Globally, discussions about gender representation are evolving beyond binaries to recognize a spectrum of identities. In conservative areas like South Asia, deep-rooted patriarchal norms persist. Bangladesh, despite legally recognizing the hijra community (a traditional South Asian third gender), grapples with societal acceptance. The country's media regulations clamp down on content deemed 'un-Islamic' or 'immoral', making open discourse on gender fluidity challenging.

Significance of the Work Within This Context:

Collaborating with Rokaiya Ahmed Purna is a statement against these norms. Featuring a female Bangladeshi designer in a global fashion campaign challenges not only gender norms within fashion but broader socio-political constraints. Despite the restrictive media environment, our initiative amplifies a voice often suppressed in the region. We intertwined fashion with a message of inclusivity, pushing boundaries and championing change where civil liberties, especially around gender expression, are under threat. Through design, we sought to inspire and bridge cultural divides.

"Designed in Bangladesh. Made in Europe." is more than just a tagline—it's a powerful creative idea that champions inclusivity, empowerment, and global collaboration. In an industry often criticized for its skewed representation and ethnocentric biases, this concept is a defiant and refreshing stand against the norm. By positioning Bangladesh, a country typically seen as a manufacturing hub, as a center of design excellence, it challenges global perceptions and empowers local talent. Conversely, by opting for European craftsmanship, it underscores the fusion of diverse skills to create unparalleled quality. Together, this approach not only elevates the narrative around Bangladeshi creativity but also reinforces the idea that collaboration across borders, cultures, and skill sets can lead to innovative outcomes. This is a beacon for change in the advertising world, showcasing that true innovation is born from diverse perspectives coming together, highlighting the value of each human being in the creative process.

The strategy behind "Designed in Bangladesh. Made in Europe." was rooted in extensive data gathering to ensure authenticity and resonate with our target audience. Comprehensive research showcased that modern consumers, especially millennials and Gen Z, were seeking products with genuine stories, ethical production, and global collaboration. By targeting this demographic, which values sustainability, equity, and diversity, we aimed to create a bond based on mutual respect and admiration. Our approach was to spotlight Bangladesh as a hub of innovation and creativity, challenging the stereotypical narrative of it merely being a manufacturing center. Contrasting this with European craftsmanship allowed us to present a product that was a blend of unique design and quality. The strategy was to transcend mere commerce and to craft a narrative that wasn't just about a product, but about a vision of a more inclusive and collaborative world.

The journey of "Designed in Bangladesh. Made in Europe." began three years ago with the intricate process of selecting artists from Bangladesh. As we embarked on this initiative, we faced multiple challenges. The global supply chain disruptions, combined with the unforeseen setbacks of the COVID-19 pandemic, tested our resilience and adaptability. But we persevered. While the pandemic raged, we streamlined our processes, and found innovative ways to bridge communication and production gaps between Bangladeshi designers and European artisans. Placement was recalibrated to fit the changing retail landscape, with a shift towards online platforms that showcased the stories of artists, their designs, and the journey from Bangladesh to Europe. As we look to the future, this initiative is not just a campaign, but a long-term commitment. It will continue to support individuals, ensuring that the blend of Bangladeshi creativity and European craftsmanship not only survives but thrives in the post-pandemic world.

"Designed in Bangladesh. Made in Europe." has profoundly impacted the conversation around gender representation. The project directly elevated the voices of marginalized artists, many of whom are women, challenging traditional gender roles in Bangladesh's creative industries. This fresh narrative reshaped brand perception, leading to an increase in positive brand association and consumer awareness around the importance of diverse gender representation.

In the broader socio-cultural space, our initiative has ignited conversations about gender inclusivity, encouraging more brands to collaborate with underrepresented talents. Business-wise, there was a tangible increase in sales, with site traffic witnessing a surge of 250%. Furthermore, there was a noted shift in consumer behaviour, as many became vocal advocates for the initiative, emphasizing the necessity of embracing authentic representation. Long-term, the project has set a precedent, redefining industry standards and spotlighting the potential when inclusivity takes center stage.