In Droga5’s Vestiaire Collective campaign, the clothes become the models via puppetry

“The campaign is classic fashion editorial chic with a playful twist,” explains Stephanie McArdle, design director at Droga5 London. “There’s a serious tone that makes it all the more fun to see puppets in the mix. The puppets were treated just like real people with real personas, each bringing their story to the shoot. They are literally the embodiment of pre-loved fashion. And also represent the diversity of the buyers and sellers that make up Vestiaire Collective. Typography, also playfully classic, nods to this idea of a collective of differences.”
To create the models, Puppets Magic used the pre-loved clothes Vestiaire Collective actually sells as fabric, dressing them in miniature outfits to emphasise the sustainable focus of the campaign. Photographer Campbell Addy lensed an outdoor, print and social campaign featuring the puppets alongside other real models to brilliant, if occasionally uncanny, effect; the images utilise type to play off classic campaign imagery.

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