Second Hand Personality

“What’s your second-hand personality?” became the central question of the season. The winter 2024 campaign placed customers front and center by showcasing diverse personalities while weaving in meme culture.

Client
momox fashion
Project Type
Campaign
Roles
  • Led creative direction, including photoshoot planning, model casting and styling
  • Oversaw art direction on set and defined visual concept, storytelling and look & feel of video and photo content
  • Briefed creative assets to internal and external teams, ensuring brand consistency and campaign impact
  • Developed the campaign narrative and produced copywriting across final deliverables

Project Overview

The winter campaign placed customers front and center by showcasing diverse customer types while weaving in meme culture. Under the theme "What’s your second-hand personality?", the campaign invited playful interaction and personalization, highlighting that everyone has a unique way of finding, wearing, or buying second-hand fashion.