This page appeared in the print edition of ELLE UK, describing my beloved collection of dresses and how my style has evolved from childhood to becoming a mother. The campaign, in partnership with Comfort, won BEST BRANDED CONTENT PROGRAM at the 2020 Digiday Media Awards.
Best Branded Content Program: Comfort
Raise your hand if you’re guilty of buying cheap trendy clothing, only to wear it once and then toss it. Don’t worry, you’re not alone.
The fast fashion crisis is having a devastating impact on the environment - and 90% of our audiences say they want to know more about sustainability. One simple solution to the problem is to buy less - which inevitably means wearing what you already own more. So, how do you make those garments last when you’re wearing them on repeat? Enter Comfort laundry liquid.
Drawing upon our editors’ experiences, we brought to life a multi-platform creative partnership across Cosmopolitan and ELLE that inspired women to fall back in love with the clothes they already own. One digital article - ‘I Tried 5 New Trends Without Buying A Thing’ - challenged an editor to create new trends from her existing wardrobe. Another - ‘I Wore A New Outfit Every Day Without Spending A Penny’ - followed a self-confessed shopping addict as she borrowed clothes from her husband and wore her own pieces in new ways.
The partnership culminated in a pop-up swap shop, which saw 1,440 items of second-hand clothing (all freshened up by Comfort) sold for charity.