Our strenght point was the gauntlet. We found a unique symbol to link the entire integrated campaign led by direct. The gauntlet could be received as a challenge by fashion houses, could be thrown down by consumers, could be wore by fashion bloggers, journalists and testimonials to amplify our message.

The dirty side of fashion became a hot topic: web, press, fashion blogs and news channels talked about it. According to La Nouvelle Edition, the most-watched French TV programme, it was the campaign of the week.

THE REAL SUCCESS:

-9 fashion brands out of 15 answered the direct mailing and the web survey

-Valentino made a public commitment to improve its attitude towards the Planet by 2020.

- The shame of fashion brands that haven’t already changed their attitude is public.