To launch M&S's 'buy one, give one' Shwopping initiative, we created a visually striking campaign inspired by Pipilotti Rist, using vibrant colors and scale to emphasize the vast amount of clothing ending up in landfills.

This campaign successfully engaged the British public with the possibilities of sustainable fashion, demonstrating that M&S was committed to making a positive impact on the environment.

The initiative's launch was a spectacle, transforming a London street with 9,513 pieces of clothing to represent just five minutes' worth of the UK's clothing waste.

This powerful visual narrative not only highlighted the issue of clothing waste but also showcased the potential for these garments' future use, from car insulation to upholstery stuffing.

The Shwop Lab became a hub for fashion influencers, fostering debate and innovation in sustainable fashion. It featured pre-shwopped items from celebrities and influencers, creating a buzz online.

Despite challenges like torrential rain and the premature release of campaign images on social media, the launch achieved widespread coverage and high public engagement.

The campaign's objectives were clear: to embed the concept of Shwopping in public consciousness, spark conversations, and encourage active participation. With over 36,000 items shwopped in the first week, growing to 100,000 by week three, the initiative's effectiveness was undeniable.

It not only achieved its goals but also set a new standard for sustainability in fashion, encouraging a shift from a culture of keeping to one of Shwopping. Over 12 million garmets have been saved from landfill since its launch.

Shwopping is the only campaign to win Best Consumer Campaign two years in a row at PR Week Awards.