The Challenge
Brief:
Orange Babies sought to ignite conversation within the luxury fashion industry by creating a buzzworthy pop-up shop in Soho, NYC, curated by renowned Dutch photographers Inez & Vinoodh in collaboration with V Magazine. The goal was to elevate brand awareness, drive engagement, and encourage social sharing in a stylish and contemporary manner.
Our Approach
Creative Direction:
Led by our Creative Director, Max P. Goodwin, we embarked on a mission to bridge the gap between high fashion and social responsibility. Our goal was to create a campaign that resonated with top fashion icons and pop culture personalities.
Design Process:
Drawing inspiration from Orange Babies’ mission, we crafted a custom visual language that informed our design process. This led to the development of compelling graphic concepts, resulting in a luxury lifestyle statement piece.
The Collection:
We meticulously hand-printed our designs onto custom-made oversized hoodies and t-shirts, transforming each garment into a canvas for advocacy and artistry.
The Campaign
Engagement Strategy:
To expand our reach, we enlisted a network of top models, gifting them a garment and encouraging them to personalize it with original artwork or their unique signature. These exclusive items were later auctioned off, with all proceeds benefiting the Orange Babies Foundation.
Results
Impact and Outreach:
- Social Media Presence: The campaign garnered over 150 million impressions across various platforms, tapping into the realms of lifestyle, streetwear, and culture.
- Earned Media: We achieved a remarkable $1 million in media coverage outside of V Magazine’s channels.
- Auction Success: The one-of-a-kind pieces raised an impressive $50,000 for Orange Babies.
Recognition
The project garnered widespread recognition, with high-profile figures like Kate Moss, Alexandra Agoston, and Romee Strijd lending their support. Many showcased the collection on their social media accounts, earning features in prestigious publications like Vogue Paris, V Magazine, and WWD.
Testimonials
The project’s influence was undeniable, as evidenced by the heartfelt testimonials from key influencers and supporters who championed the cause and elevated it to new heights.
Conclusion
The Orange Babies initiative exemplifies the transformative potential of fashion as a vehicle for change. Super Duper Corp is honored to have played a pivotal role in this project, leveraging design and creativity to make a meaningful impact. Explore more of our creative partnerships and discover how we can elevate your mission through innovative design and strategic marketing.
