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We turned influencers’ fashion waste into a stunning dress.
Northern Playground | The Worn Once Dress
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The background. Norwegians buy over 70,000 tonnes of clothes yearly—owning an average of 350 garments each. Influencers constantly promote new outfits, discarding clothes after being worn once. Northern Playground, a brand fighting to end fast fashion for good, needed to challenge this wasteful cycle at its source—by confronting those who influence it most.
The Insight. Worn once has become a quality stamp in second-hand markets, but it also reveals fashion's biggest problem; overconsumption. Influencers believe they're sustainable by reselling clothes, but to truly reduce waste, garments must be worn multiple times first. The Vixen Awards—Norway's biggest influencer gathering with all major press present—presented the perfect stage to deliver this message.
The Idea. We created "The Worn Once Dress"—a 10kg gown sewn from 20 garments Norway's top influencers wore just once. For six months, we secretly purchased these items back. At the Vixen Awards, comedian St. Sunniva wore the dress, confronting influencers with their own discarded clothing live on TV. The dress now lives on and can be borrowed—continuing the message beyond a single use.