Pre-Loved is the New Black

A bold Black Friday campaign that positioned second-hand fashion as a stylish and sustainable alternative to buying new, challenging conventional consumption patterns.

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 campaign was developed under the theme “Pre-Loved is the New Black,” positioning second-hand fashion as a stylish and conscious alternative to buying new. The slogan acted as a creative anchor across all touchpoints, reinforcing momox fashion’s core claim that pre-owned clothing supports more sustainable consumption while remaining relevant and desirable.

With a strong focus on the Black Friday period, the campaign deliberately challenged traditional consumption patterns. Instead of promoting excessive purchasing, the messaging encouraged consumers to reconsider their behavior and choose second-hand as a more responsible option.