Instead of telling people to dress with the given unstylish visibility clothes and accessories, we opted for a game-changing approach. Under the motto "leading by example," we hijacked Switzerland's two most important fashion events with a PR stunt and inspired, herewith, the whole fashion industry and media.

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Due to lack of visibility, people are overlooked on Swiss roads, and dangerous accidents happen. Brands and consumers still pay too little attention to reflective elements in their collections. The mobility club Touring Club Switzerland and the Swiss Council for Accident Prevention want to draw attention to the topic with a campaign. This with the aim that people consciously dress more visibly.

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To earn attention, we created our own fashion label MADE VISIBLE because there were no stylish visibility products. Then we launched our own light-reflective collection “MADE VISIBLE Collection 2020” with (10 Looks with 32 Items). The collection made a huge splash at the two biggest fashion events and inspired designers, textile producers, wholesale buyers, fashion magazines and influencers.

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To achieve maximum impact, we raised awareness among multipliers such as fashion journalists and lifestyle influencers during the two biggest fashion events. We appealed to the fashion industry with our own light-reflective collection “MADE VISIBLE Collection 2020” and spread our message “Being visible on the road can be extremely stylish” throughout designers, fashion store buyers, retailers, and the broad audience.

MADE VISIBLE used the two biggest fashion events in Switzerland and presented the unexpected highlight of the show: the streetwear collection “MADE VISIBLE collection 2020” with 10 looks and 32 items. For the collection, we collaborated with the two leading textile companies ROTOFIL fabrics SA and Schoeller Textil AG. We increased an affinity for our life-saving message among all target groups through an immersive experience at the events.?

3500 spectators (fashion editors, designers, etc.) were inspired at 2 fashion shows in Zurich and Geneva - 12.8 million media coverage in TV, newspapers, radio, and fashion magazines (Switzerland has 8.4m people) - 3.18 million Social Media reach and 1.3 million organic reach, incl. influencer - Partnerships with ON Shoes und Engagement Migros, Switzerland's most prominent retailer foundation - Well-known brands such as Adidas Runners and Freitag integrated our label into their collection - 39 brands featured on the new MADE VISIBLE webshop, such as Rukka, Skechers, Scott.