SIMON WILLIAM JOHNSON • CREATIVE DIRECTOR

ABSOLUT SWOP SHOP: MIX UP YOUR DRINK & MIX UP YOUR OUTFIT

To launch Absolut’s new diversity bottle during London Fashion Week, I created a social-first platform built around individuality, sustainability and self-expression.

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At a time when fashion could feel exclusive — and fast fashion was filling landfill sites at an alarming rate — I launched the ABSOLUT SWOP SHOP: one party, thousands of outfit combinations and a simple idea built for social sharing.

 

People could swap clothes online and at live events, creating millions of new outfit possibilities for free. The campaign turned sustainability into participation, showing that great style doesn’t have to cost the Earth.

 

A cultural platform blending fashion, social behaviour and experiential storytelling — proving the best way to celebrate diversity is to mix things up.

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