From recycling to upcycling

With a new take on the subjects of fast fashion and overconsumption, Salvation Army reinvents itself as a brand. From selling vintage clothing and recycled products, Salvation Army enters the age of upcycling by leaving old clothes in the hands of skilled designers, who turn unwanted fashion into upcycled must-haves. This advertorial shows how serious subjects can easily be communicated in a commercial setup.


Communication through activism: Reaching out to a new generation

The advertorial was published in Eurowoman, leaving a message for a conscious generation and a female audience with a passion for fashion. Rather than waiting for someone to buy the old garments, Salvation Army takes action by creating something new out of the existing. A choice that can be interpreted as sustainable activism by a target group for whom the carbon footprint and sustainability are essential.