For young brands it is often a challenge to find the right balance between ‘doing good’ and being commercial. For MYOMY doing good is already at the heart of their business, but how to align this with the needs of the fashion-loving consumer and the bigger challenges in the world?
We investigated the needs of the MYOMY consumer and MYOMY producers and repositioned the brand in a way that combines it all: from the iconic designs in their collections to their unique customers and larger impact in the world.
We have built a cross-channel branding and impact strategy matching all three levels of a sustainable brand. This is how the MYOMY community of positive icons was born. The Positive Icon movement was launched with an inspirational branding campaign including a newsworthy I AM photo exhibition and meaningful storytelling from positive icons around the world.
Strengthen everyone who wears and works with MYOMY. Together we have set specific impact goals for 2020 with clear statements on how MYOMY contributes to a better world. These impact goals include:
- Empowering artisans through fair trade job creation
- Sustainable materials working towards 100% sustainable materials and transportation
- The promotion of a fair fashion sector