What the brand needed
The fast fashion industry runs on speed and volume. But behind the curated drops and polished feeds is a supply chain that hides more than just the process. It hides the people.
More than 160 million children are trapped in child labour around the world, many of them working in fashion and textiles.
The Salvation Army wanted to bring that reality into view by holding their attention just long enough for the truth to land.
Insights and execution
Fashion has its own language. It’s in the packaging, the limited drops and the hype. We used all of it.
We created two fabricated fashion labels: DHAKA, named after the capital of Bangladesh, and MAE SOT, a known textile hub on the Thai border. Both are centres of child labour and both became the foundation for a campaign designed to look, feel and behave like fashion.
At first glance, the boxes looked like premium deliveries. DHAKA arrived in cream and olive tones, embossed with seals and monograms. But hidden in the design were quiet details: children tangled in yarn, fingerprint smudges and thread lines forming bars. MAE SOT echoed the confidence of streetwear, but its oversized logo concealed faint, hand-drawn illustrations of children sewing.
Inside each box was a child’s garment. Not a curated drop, but a confrontation. There was no introduction or explanation. Just a slow realisation, captured in real time, as fashion influencers opened the boxes on camera and came face to face with the story behind the label.
The results
By using the cues of fast fashion to tell a much harder story, the campaign made people rethink what they were really buying into.
organic influencer views
in earned media
media or influencer spend
features across radio and digital media
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