CREATING ENGAGING STORYTELLING THROUGH MEANINGFUL COLLABORATION
PILLARS: Governance
MATERIAL DRIVERS: Stakeholder Engagement, SDGs, Sustainability Purpose, Sustainable Procurement, Ethics & Fair Operating Practices
THE CHALLENGE
Earth Day has become an integral part of the marketing calendars of many brands; simultaneously becoming one of the “greenwashiest” days of the year. Balancing an authentic marketing campaign that is showcasing something that has been inspired by and rooted with sustainability principles and goals is a hard line to walk.
CONSIDERATIONS
Aligning two value systems from existing partners and creating a space that could foster deeper collaboration that is both mutually beneficial, whilst also amplifying a shared mission of showcasing real change within the luxury fashion industry.
APPROACH & ACTIONS
- Joint curation of brands for the edit from the certified Positive Luxury community that would also fit Cult Mia’s brand aesthetic
- Goal of spotlighting brands that are leading the charge towards higher environmental sustainability standards becoming onboarded onto the Cult Mia platform
RESULT
By introducing three esteemed Positive Luxury certified brands to the Cult Mia community, the aim was to inspire consumers to make choices that are mindful of their impact on the planet, without having to compromise on style by curating an edit of standout, unique designs they wouldn’t find elsewhere. The result is an edit that shoppers can trust have been double vetted, meeting both Cult Mia’s standards as well as Positive Luxury’s as well as an authentic campaign that works within the fashion system whilst also integrating sustainability and bringing this to the fore of conversation.
< Back
