The brand hiding in your wardrobe

We created the ‘X’ campaign to symbolise the collaboration between Tencel and their world famous fashion partners, as well as to drive awareness and credibility for the brand.

 By leveraging the notoriety of these leading labels, we could unveil Tencel as the facilitator of sustainable fashion on a global scale.

We designed a unique and adaptable guideline for Tencel, so that they could simply interchange the brands as and when required.

The campaign was executed across 7 international markets from China to Europe, and utilised social and print advertising, as well as a custom motion content video, to tell the story of the fibres’ journey from forest to fashion.