We are really happy to team up with Yaytrade, a marketplace for Sustainable Rebels. A platform that enables the purchase and sale of premium second-hand between private individuals, influencers and sustainable brands. To encourage circular consumption, Yaytrade, together with the Swedish lifestyle and fashion platform WYND, is launching the ‘Meet the Icons’ campaign, where we get to follow four iconic garments on a circular journey. These timeless classics have been in our wardrobes for generations and always remain trendy.
The campaign will go live today and within the next few weeks 12 strong fashion profiles will participate in the campaign under the concept of 'Pass it On'. In response to the otherwise linear fashion industry and fashion weeks around the world, you are invited to sit front row at a circular fashion show. The display takes place on Instagram between different profiles and its accounts, like a digital chain letter where four main profiles style an iconic garment each: The jacket, the jeans, the shirt and the dress. The same iconic garment then gradually moves on in the chain to the next profile where the audience gets to see a new styling of the garment - all to encourage circular consumption where the life of a garment is extended. So get involved, spread the word about circular consumption and follow the journey at yaytrade.com or #yaytradeicons on Instagram.
Our main profiles are myself (Philip Conradsson, Editor-in-Cheif at WYND), Christian Skogsgårdh (Editor at WYND), Hanna MW and Sania Claus Demina.
Go watch the full campaign at yaytrade.com.