The Case

Robijn, LINDA.meiden and Awesome created a campaign connecting generations around sustainable fashion. A short-form series with core audience influencers tells an authentic story about clothing with history.

The Challenge

Gen Z and Millennials face a dilemma: their fashion consciousness clashes with sustainability ideals. They want innovation AND reduced environmental impact. The campaign needed to bridge this contradiction while naturally integrating Robijn.

The Insight

Vintage clothing is gaining ground among younger generations – not just for sustainability, but for emotional value. Each garment tells a story. This became ‘Wardrobe Winners’: a series where generations discuss timeless fashion. Robijn’s expertise in textile preservation made the brand connection logical.

The Campaign

In videos, popular influencers explored wardrobes with someone from an older generation. They shared stories behind favorite items and gave them a contemporary twist. TikTok and Instagram reinforced this with fashion dilemmas and festival street style interviews. An online article offered practical clothing care tips.

The Results

The campaign generated thousands of interactions and positive responses. The combination of storytelling and practical tips strengthened awareness around sustainable fashion choices. Robijn successfully positioned itself as a brand contributing to the preservation of fashion for future generations.