How a daily routine can kickstart a social movement
the case:
"The Uniform Project™ started in 2009 when a young woman realized she was drowning in the doldrums of an advertising career. To counter the uninspired demands of the corporate world, she came up with an unusual creative challenge; to wear the same dress for an entire year – but, and this is where the real challenge came in, she'd have to make it look unique every single day and do so without buying anything new. The challenge was also designed to be an online fundraiser, raising money to send underprivileged kids to school."
the mission:
"Revolutionize the way people perceive ethical fashion and place social responsibility at the center of consumer culture. Use fashion as a vehicle to make acts of charity more inspired and playful, enabling individuals to rise as role models of style, sustainability and social consciousness."
the trailer:
Sheena Matheiken at GoogleTalks:
some links:
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