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.

Case Study

foto1foto1

Social Media

Social platforms were used to fund, communicate and share the event and the stories.

foto2foto2

Interviews

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.

foto4foto4
foto3foto3

Website

It was the central hub of the campaign. All the stories, upcycled garments, interviews, poems and auction were the content.

[unex_ce_button id="content_of41qp4ea" button_text_color="#ffffff" button_font="regular" button_font_size="15px" button_width="auto" button_alignment="center" button_text_spacing="2px" button_bg_color="#1a355e" button_padding="15px 60px 15px 60px" button_border_width="1px" button_border_color="#ffffff" button_border_radius="0px" button_text_hover_color="#ffffff" button_text_spacing_hover="2px" button_bg_hover_color="#171b1e" button_border_hover_color="#ffffff" button_link="http://www.storiesofrebirth.com/" button_link_type="url" button_link_target="_blank" has_container="1" in_column=""]VISIT WEBSITE[/ce_button]
web1web1
web2web2
ropa1ropa1

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. 

ropa2ropa2
fotosb1fotosb1
fotosb2fotosb2

Rewriting the story

res21res21