Most fashion campaigns still push consumption, promising newness as the path to style. Meanwhile, sustainable fashion is often communicated as niche, earnest, or even unattractive—making it hard to connect with mainstream audiences. On top of that, communication that relies too heavily on “new” can trigger skepticism instead of curiosity. The challenge was clear: how can we bring fresh narratives into fashion communication without alienating people or losing cultural relevance?

Four campaign visuals, four paths: restyle, repair, swap, upcycle. To promote a new way to taking care of your clothes, we turned to something familiar and used visual cues from editorial and fashion campaigns. Instead of leaning on typical sustainability codes or documentary-style repair images, we portrayed people radiating joy, individuality, and style. The message was clear: the most sustainable clothing is the one you already own—and love. Influencer and press activations as well as networking events increased the reach through a multi-stakeholder approach beyond the eco niche.

The campaign successfully shifted the conversation on fashion in Berlin. Circular solutions became visible in public space and accessible in everyday life. The A-GAIN GUIDE platform saw a 450% increase in visitors using features like a map, a carbon calculator and a price check. Instagram followers tripled thanks for influencer partnerships and organic growth. We improved Berlin’s ecosystem of professionals like repair service providers and upcycling designers and helped the team bringing the successful solution to a second city, Hamburg, with more to come.