BRAND: PATHWAY ROLE: CREATIVE DIRECTOR AGENCY: FRONTERA LONDON
Pathway was set up to improve healthcare services for homeless people to ensure that, despite their state when then arrive, they get the right attention. We decided to share the stories of how seven homeless people got back on their feet.
We chose a novel way to tell their stories: with their clothes. Working together with fashion designers from leading labels Vivienne Westwood, Illustrated People, Sia Dimitriadito and graduates from the London College of Fashion, we upcycled the clothes once worn on the streets and transformed them into a message of rebirth.
Social platforms were used to fund, communicate and share the event and the stories.
Two sides to every story
The press ads were printed upside down. The story of how they became homeless was the first to read. Then, as the page is turn around, the story of they left that life behind and started a new one with Pathway was revealed.
It was the central hub of the campaign. All the stories, upcycled garments, interviews, poems and auction were the content.
Turning stories into fashion
The clothes once worn while living in the streets are now upcycled into new garments. The designers worked in conjuction with the former homeless persons in order to retain and expand their stories in this new garments, so they become a living story of rebirth.
Rewriting the story