The Salvation Army has a second hand clothing chain in Norway called Fretex. To promoted it they wanted to take advantage of the highly publicized Fashion Week in Oslo.
They leveraged a very simple truth: fashion is a cyclical business and therefore the clothes that people wear today will be popular again. In other words, the clothes on everyone's back could very well end up on a runway at some point. Therefore, Fretex set up a "guerrilla" fashion show in the middle of Olso using the citizens of the city as their models. How? By setting up the runway at the exit of a subway and "pretending" that the passengers exiting the subway are fashion models. Some relished in the moment, some shied away, but all found the idea very innovative and inspiring.
The result was significant media exposure and a big talk of Fashion Week. Therefore, the stunt did what it intended. Moreover, it really got people to think about used clothes in a different light and actually appreciate them.
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