Fashion is a personal thing. Ask two women arriving at a party dressed in the same outfit and you’ll really see the ‘handbags’ come out. Knowing this, fashion retailer Target has come up with an environmentally friendly way of making sure the handbags, at least, will always be unique – by making bags out of billboards.
In the past, Target has shown a preference for commissioning high profile artists to create designs for its fashion ranges. The artists it has commissioned to design its billboards this time round are equally high calibre: Michael Anderson, Laurie Rosenwald, Charles Wilkin and Josh Goldstein have all signed up to the project. Their billboard designs will be erected in NY Times Square on Labor Day and remain up until the end of October.
Once they have been taken down, the vinyl designs will be turned into 1,600 limited edition bespoke bags using an Anna Sui tote bag model. Every bag will be unique and made from 90% recycled material. So, consumers passing through Times Square are advised to keep an eye out for their favourite parts of the billboard designs as they could soon be wearing it on their arm.
The bags will be available to order on Target’s website from September 4th, ready to be shipped from January 2010. A clever, cost-saving campaign that gets consumers talking about the brand and thinking about the environment.
BRAND: Target
BRAND OWNER: Target Corporation
CATEGORY: Accessories/ Clothing/ Footwear
REGION:USA
DATE: Sep 2009 - Jan 2010
AGENCY: Mother
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