3am Eternal Positive Fashion 

DIGITAL STRATEGY AND LEGACY, TARGETED IRL/URL TRACTION AND REACH 

THE BRIEF

London Fashion Week was the first of the four global Fashion Week’s to embrace environmental inclusivity showcased in the Positive Fashion exhibition which championed environmentally conscious designers and opened the doors to both trade and the public to join in on a celebration of Positive Fashion. 

 

The exhibition allowed innovators and progressive businesses to tell their story and demonstrate the processes of sustainable production, educating and inspiring audiences on the positive changes within the industry. 

 

We worked with 3am eternal on their mission as they wanted

  • To build in a way to gain more traction with visitors

  • Keep it sustainable

  • Inclusive, playful and progressive

  • Build a legacy beyond the exhibition 

 

Caitlin Price a Central Saint Martins womenswear graduate and Fashion East alumni has joined forces with her sister, vintage clothing aficionado and business owner, Emily Price to establish a new sustainable clothing business. 3am Eternal delivers an expertly curated wardrobe of upcycled and environmentally conscious designs. 

 

The Designer Showroom has been re-launched with a focus on Positive Fashion - the BFC’s initiative designed to champion the best industry practices informed by their three Positive Fashion pillars: Sustainability, Equality & Diversity, Craftsmanship & Community.

“THIS TECH REVOLUTION MEANS WE CAN BUILD DIGITAL REALITIES WITH LESS WASTE AND INFORM CHOICES FROM SHOP FLOOR TO STUDIO FLOOR IN A GLO-CAL REACH.”

-Leanne Elliott Young

“LET’S SELL CREATIVITY AND NOT MORE CLOTHES WE NEED TO CHANGE, AND IT MEANS, WE NEED TO CHANGE THE MARKETING LANGUAGE, CHANGE THE INFLUENCES AND

THE POSITIONING.” -Leanne Elliott Young

THE CLIMAX

We delivered an IRL and URL activation, taking a 360° approach to exploring what a sustainable brand could be in 2020. CommuneEAST created a set of digital animated stickers and film content, introducing this live at the British Fashion Council's Positive Fashion exhibition at the designer showrooms plus on social media networks. Our activations targeted the sustainability narrative of 3am Eternal and the British Fashion Council. The digital activation gathered IRL and URL traction with visitors.

 

 

THE PROCESS

Inspired by the aesthetic of the brand and vintage patches we proposed designs for a series of digital GIF stickers, weaving traditional styles in with new digital narratives. Our concept communicated 3am Eternal’s ethos of sustainability through vintage thrifting and upcycled clothing while maintaining a futuristic and editorial vision. Our films introduced the new collection and recall the playful narratives of the brand by using the stickers and GIFs.

THE LEGACY 

The series of digital sticker GIFs are available on social media to share forever, allowing users to play and be creative with while simultaneously developing the brand's DNA and building more reach, plus incorporating 3am Eternal’s sustainability agenda.