Like it or not, sizes influence us when shopping. Beyond the obvious, they help perpetuate the beauty norms—often unattainable—that keep us from enjoying fashion as a free method of expression. Using this concept, a communication campaign was created to highlight this reality and urge society to make a positive change.
A collaboration with the fashion label UKE made it possible to create the first collection without sizes and sell it at a pop-up store that also served as a meeting point for the media, bloggers, and influencers. The campaign featured an extensive array of content development and social media activations.
Elastic fabrics, wide cuts, and garments with volume and personality. A collection designed to make you look and feel good, regardless of your shape.
The shop without sizes that revolutionized downtown Madrid became a reality as a pop-up store located on Calle Pelayo 52. The initiative was created to help the neighborhood, the city, and everyone to dive into a life without insecurities. Anyone could buy the pieces from the collection in an unrestricted setting that exuded freedom.
The first shop without sizes gained popularity thanks to a very special teaser. This is how the first fashion film without sizes came to be. An audiovisual piece featuring people with an attitude and no insecurities was quickly shared by a number of media outlets.
A campaign like this creates fans, so join the #NOTAGS movement with Kaiku Caffè Latte and #DAELPASO