This is a really cool execution that could work for many brands.
It is a year long fundraising project for the Akanksha Foundation where a girl had pledged to wear the same dress for 365 days. Whilst raising funds for her chosen charity, she is dually promoting sustainable fashion.
Here?s how it works: There are 7 identical dresses, one for each day of the week. Every day she will reinvent the dress with layers, accessories and all kinds of accouterments, the majority of which will be vintage, hand-made, or hand-me-down goodies.
The opportunities for brands are inumerable.
FMCG - over 12 months fabric will be subjected to wear and tear. What if a washing powder sponsored her to demonstrate their clothing preservation abilities?
Fashion - the subject is looking for accessories, other clothing items, shoes, and inspiration to 'dress up' the dress. Donations are accepted. What if she was used as a model to launch a new season's range?
Technology - she's blogging, tweeting and flickering. Why not jump on board as a service provider and give her free access or the technology to be social?
I think this concept is brilliant and I'll be interested to see if anybody does jump on her bandwagon and exploit the endless possibilities that she as a living, breathing billboard (complete with CSR initiative) has to offer.
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